More| April 2006
Cover story - Putting A Local Spin On Your Global Brand Global brands must strike the right balance between localization and globalization when packaging their consumer goods. MARKETING MISFIRES - Little Things Mean A Lot Sometimes it’s the most minor detail of your packaging that, when overlooked, has the potential to turn consumers off. - Tried And True Is Alive And Kickin’ Keeping “Icon” Brands Relevant; Research tells us that consumers have an ever-shortening attention span—they want their brands to constantly seduce them with the allure of the “new.” But what about brands whose unique value is built on their long-standing success? OUTSIDE THE BOX - Vitamin Package Aids Dispensing BRAND NEW - Making An Emotional Connection No Nonsense has undertaken a revitalization effort to make the brand more relevant for women today—and updated packaging is key to the approach. - Stealth In Packaging Corporate espionage is no longer the exclusive domainof high tech R&D labs and genius computer hackers. Are your partner agencies doing everything they can to keep your brand secure? - Making A Case For Freshness As Americans become more concerned with eating healthy and sourcing foods that are organic and fresh, CPGs seek toshow consumers that packaging and freshness go hand in hand. - The Strategy In Digital Workflow No longer the tactical tool of the design department, digital workflow solutions are proving useful to brand managers as a strategic business advantage. INNOVATING FOR LIFESTYLE TRENDS - Brand Simple: Package Innovation Battles Complexity—And Wins - ‘Evolutionary’ Redesign Fires Up Kettle Chips Packaging MARKET DRIVEN - Max-Ing Out A Brand Refresh, Package “Bursts” Consumer Expectations and more... INTERNATIONAL FARE - Wine In A Can…With Style And Substance, Gatorade Hits A Home Run and more... FOLLOWING UP - Following Up On Developing Trends EDITORIAL - I Am A Consumer Advertiser Index - Index |
