The world is getting smaller, says Howard Wright, creative director of design agency Equator. “Globalization has not just created opportunity for brands and retailers to widen their customer base internationally, it’s also driving consumer demand for a more diverse choice of products that allows them to experience what they’ve seen online, on TV or in their travels from the comfort of their own home.”
The phrase “Think global, act local” was first coined in the context of environmental challenges, but has taken on a much wider meaning in recent years. The desire by multi-national corporations and their marketing teams to drive a consistent brand, packaging and design across markets and geographies is clear.
Today’s world may be facing a spate of nationalistic spats, but the truth of the matter is that nations are more closely linked now than they have ever been. The reason for that is the complex web of international trade that allows quick access to products grown or manufactured virtually anywhere in the world.
Diverse ongoing threats, new regulatory requirements for life critical products and technical evolution will fuel market growth for anti- counterfeiting packaging technologies across the next five years, according to exclusive new data from Smithers Pira.
A just-released study by the Boston Consulting Group (BCG) ranks the 50 most innovative companies. Not surprising, the list is dominated by large corporations, but relatively few are consumer packaged goods companies (CPGs).
Putting anti-counterfeiting measures in place to protect your brand is now commonplace. Counterfeiters are getting increasingly savvy, proving that the packaging industry needs better technology and more solutions.
Live experiences can be compelling and memorable, and they have the power to stimulate strong emotional connections. The implications for brands and licensed properties are huge because today’s consumers want to do more than purchase products and services.