Articles Tagged with ''brand strategy''

The Ins and Outs of Holistic Design

Holistic design builds brands by orchestrating every element into a harmonious result.
July 1, 2013

As I’m sure many of you also do in the package design industry, Marcus Hewitt, my chief creative officer, and I spend a part of our day discussing what great design is and how it is best achieved on behalf of our clients.


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Delivering Brand Promises

Great packaging sells a brand’s promise, not the product — and consumers can relate to that.
July 1, 2013

There’s a lot of “good” packaging out there: packaging that might move some products but doesn’t build category-owning brands. In other words, it’s adequate, but it isn’t great.


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A Good Read: Turn Brands into Best Sellers

Using stories creates brands with depth and longevity.
July 1, 2013

Our areas of specialty — luxury food and beverage — have seen an explosion of new brand introductions in recent years.


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Branding by the Subconscious: Why Market-Driven NPD Isn’t Enough

Ignoring the role of the subconscious in branding comes at a cost companies can’t afford.
July 1, 2013

The level of choice consumers face in stores today is unprecedented, compared to the options available just three or four decades ago.


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Direct Connection

Brands do best when their packages tell the brand's story, allowing them to emotionally connect with consumers.
July 1, 2013

As I was putting together this month’s issue, I knew most, if not all, of the articles would focus on the topic of branding — we do enjoy a habit of hosting a rogue, but useful, piece here and there.


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2013 Brand Innovators

BRANDPACKAGING honors creative thinkers in the packaging and branding industry.
June 5, 2013

Supposedly, behind every great man is a great woman, and certainly, behind every great leader is a great team. Just as inspiration is no respecter of time, it also does not care what title a person holds.


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Brand Champions: A Retrospective

Package design has evolved over the past 40 years, but it always remains a brand’s anchor.
June 5, 2013

I started out as a package designer in 1960. Magic Marker was the medium, and beautiful and trustworthy was the message.


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Is there an echo in here?

We keep talking about it: What does your package say about your brand?
June 5, 2013

We’ve centered our 2013 Packaging That Sells conference on the inquiry, and if you flip back to the cover, you’ll notice the tag line has changed to it as well.


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Study Expands Innovation's Definition in Packaging Industry

CPG companies expect suppliers to understand consumer wants as part of any sale.
May 28, 2013

A study by USA Strategies brings focus to what innovation means in the packaging industry.


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Culver's Creates an Experience with Car Show

The brand encourages you to grab some custard and look at the cars, every single week.
May 22, 2013

The concept of a fast-food chain hosting a car show makes sense.


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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.

2/12/14 2:00 pm EST

Packaging Matters™: A study on packaging’s impact on shopping behavior, product satisfaction and trends in the global marketplace

On-Demand Packaging Matters™ is MWV’s study of the role of packaging in product satisfaction.  In its second iteration, the research has expanded to 10 markets: China, India, Brazil, Russia, Turkey, South Africa, U.K., Germany, Japan and the U.S. We study packaging because it matters to brand owners, retailers and consumers around the world. Packaging impacts shopping behavior, influences product satisfaction and motivates consumers in global markets in different ways.

Brand Packaging Magazine

brand packaging april 2014

April 2014

The April 2014 issue examines the topic of "Green Fatigue."  You can also read the issue at the Digital Editions.

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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

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