From the editor

It All Comes Down to Relevance

November 5, 2010
/ Print / Reprints /
/ Text Size+
If you follow the theory posed by New York Times columnist Thomas Friedman, technology was the catalyst for all things good. That’s true, of course, but closer examination of globalization requires that we study its social, political and economic effects. 

If you follow the theory posed by New York Times columnist Thomas Friedman in his 2005 book, The World is Flat, technology was the catalyst for all things good: people, goods and services could now flow freely around the globe.

That’s true, of course, but closer examination of globalization requires that we study its social, political and economic effects. Consider, for instance, how the competition for energy resources ramps up when everyone is a global buyer and seller. For marketers, it’s also important to monitor the many cultural countertrends of globalization-the slow food movement and the buy local movement, for instance.

This issue of BRANDPACKAGING looks at that very paradox: as the world becomes increasingly global, there’s a growing need for brands and marketers to have local context. In Brands without Borders, we examine the complexities multinational brands face in implementing global packaging solutions (and offer a few tips on getting it right). In Hitting Close to Home, trend forecasting firm GDR Creative Intelligence brings our attention to independent brands that are making the most of local, or even hyperlocal, identities (branding right down to the zip code, in some instances).

It all boils down to the idea of relevance-something that was also a common thread among speakers at our Packaging that Sells conference in September, which we’ve recapped in Thoroughly Refreshed.

“It’s no longer enough for people to believe that your product does what it says. They want to believe in you and what you do,” said Method co-founder and brand architect Eric Ryan in his keynote to the more than 300 packaged goods marketers and designers in attendance.

While some might think it’s easy for a challenger brand like Method to live by such values, it doesn’t discount global brands like Coca-Cola or McDonald’s from marketing with meaning.

It’s just a matter of the right solution. For instance, a grassroots group called is said to be in discussion with Coca-Cola about opening its packaging distribution network to provide-along with its beverages-social or medical products for hard-to-reach populations.

It’s an excellent example of the potential brands of all stripes-global or local-have in creating stronger, more authentic relationships with consumers by turning out packaging and identities with relevance. 

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

Recent Articles by Pauline Hammerbeck

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.

11/18/14 2:00 pm EST

Perfecting Package Design with Digital Solutions

Brands know that good package design plays a significant role in the commercial success of a product. After all, customer will experience the packaging before they experience the product within. Have you explored all the possibilities when designing a new package, or do time restraints and other limitations get in the way from delivering perfection? Advances in digital printing and finishing technologies now allow brands to explore even wider ranges of design possibilities within their ever shrinking timelines.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

More Products


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