More| August 2006
Cover story - Metrics Matter CPG executives are squeezing their brand design and packaging teams more than ever to make their disciplines more accountable. But measuring the return on packaging investments is easier said than done. OUTSIDE THE BOX - A Wrinkle-Release Spray For The Real World - Brian Collins In Conversation: Reinventing Brand Design Brian Collins of Ogilvy & Mather’s Brand Integration Group sat down with us to chat about the rules for brand loyalty, the risks of design ubiquity, and how personal storytelling can turn out innovative business and design ideas. - Hot Times For Cool Beer Beer brands have been hard at work leveraging packaging technology to keep those icy brews in consumers’ hands from getting warm. - Say Goodbye To Your Cooler INNOVATING FOR LIFESTYLE TRENDS - Sensory Touchpoints: Magic Moments Through Packaging One80 | laga’s Ken Miller and Jim Warner review how structure can make a multisensory impact to enhance “moment-of-truth” experiences consumers have with your brand. - Raising A Commodity To Star Status: Packaging That Helped Create Unique Brands Packaging is even more critical when your category is flush with perceived product parity. Ted Mininni looks at two coffee and tea brands that successfully fend off the “commodity” perspective. MARKET DRIVEN - Altoids: Curiously Fussy, Brazilian Map-Wrapped Bottle and more... INTERNATIONAL FARE - Mini Air Freshener To Go, Consumers Want It Fresh And Fast and more... FOLLOWING UP - Following Up On Developing Trends EDITORIAL - Where Design Meets Strategy Advertiser index - Index |
