From the editor


The accepted wisdom is that innovation in a recession pays off. That those who haven't made the investment will find themselves falling behind when the economy turns. But exactly what kind of innovation are we talking about? At our Packaging that Sells conference a few weeks back, Help Remedies CEO Richard Fine gave a memorable talk that drove home a point that innovation must be thoughtfully and strategically considered. Some innovation is unecessary and some is just bad, he said, offering examples like this packaged banana and this surprising concoction from Jimmy Dean.

Of course, we all know how such things come about. Often, it's because a competitor has encroached on a brand's turf or launched into a new category and the marketer simply needs to "get something out." Or, as Fine theorized about the overpackaged banana, it's an attempt to upgrade a low-margin product (in this case, elevating the "lowly" banana into a premium-worthy "banana snack"). By the end of his talk, the former innovation consultant had us all thinking deeply about the differences between true innovation and what he described as faux-and making a mental note to be sure, as we press forward during these challenging times, that we're not throwing the term innovation around. A full recap of our Packaging that Sells conference is available here.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

march cover

March 2015

The March 2015 issue examines the idea of Branded by Color plus much more. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight