Table of Contents
Brand Innovators ’06- Welcome!
You helped us identify brand packaging’s rising stars, and now we’re bringing you their stories. Our first annual special issue celebrates 10 influential brand marketers who demonstrate a professional commitment to pushing packaging forward in the brand marketing mix.- Jay Gouliard, General Mills: Leading Packaging To New Heights
Winning the battle for the brand- Chris Hacker, Johnson & Johnson: Sustainability Works
Think green as in nature, green as in sales- Claudia Kotchka, Procter & Gamble: The Great Connector
Bridging the gap between business and design- Richard Reed, Innocent Drinks (UK): Pure And Simple
Transparency in all things spells success for UK drink brand- Eric Ryan & Adam Lowry, Method: Creative Disruption
Daring design breaks open categories and builds a- Peter Van Stolk, Jones Soda: Jones’n
Putting brand success in consumers’ hands- Donna Sturgess, GlaxoSmithKline: Express Yourself
Connect with your consumer, communicate your essence- Helmut Traitler, Nestlé: Multitasking Multinational
Impacting global packaging one category at a time- James White, Safeway: Design First
Retailer brings CPG-style management to its own brands- Hana Zalzal, Cargo Cosmetics: Whole New Mind
Holistic thinking builds the foundation for a brand
MARKETING MISFIRES- Don’t Stretch Your Brand Too Far — It Could Snap
Brand marketers have long sought to maximize space on retailers' shelves by extending their brands, but what happens when you reach too far?
EMERGING TECHNOLOGY- The Science Of Small
OUTSIDE THE BOX- Viewing Package As Product
BRAND NEW- Sprite Restage Makes A "Sublymonal" Play
MARKET DRIVEN- A Spritz Of Vodka, Round Of Bullets, Anyone? and more...
INTERNATIONAL FARE- France - An Ethical Approach To Beauty, Ireland - Medicinal Bottle Communicates Wellness Proposition and more...
FOLLOWING UP- Following Up On Developing Trends
EDITORIAL- Stand Up And Be Counted
Advertiser Index- Index