Every year, BRANDPACKAGING awards several creative thinkers and doers in the packaging and branding industry with the title of Brand Innovator. These cream-of-the-crop men and women inspire and educate us all with their strategies and stories, and we delight in helping you get to know your peers on a more personal level as we honor them and their work.
The salad dressing aisle has remained relatively unchanged for the past few decades. Sure, new flavors of salad dressing have been added to staples like Ranch and Italian, but the packaging has remained the same.
Don’t let Pandora’s unsuccessful mythological version cloud your idea of unboxing: This newer, worthwhile trend lets brands develop a personality, is welcomed by millennials, and helps consumers overcome trust issues toward a product or corporation.
Have I got a story for you. Or rather, Michel et Augustin’s packaging does. Job postings, requests for spaces to rent, rooftop selfies, open house hours and announcements for pastry certification classes in Paris are all shared on the packages of the gourmet pastry brand ran by two childhood friends.
Today’s consumer is not the consumer of the past, and tomorrow’s customers will continue to change at a rapid pace: Demographics and shopping habits are shifting; technology is creating new ways for them to purchase from a greater range of products; and attention spans are plummeting.
Brands can keep or lose customers at every point in the buying cycle, from first open of the site to the re-ordering of purchases. BRANDPACKAGING talks to experts in the various steps of e-commerce activity on how to help your company help its customers.