Carefully consider the options before associating your brand with on-trend characters.
August 10, 2016
Using licensed properties on packaging is a popular move for a reason—licensing can bring brands exposure, access to new categories or regions, revenue increases and more. But it also can come with minor to major downsides.
Luxury brands know how to make people burn with desire, in slow smolders to intense flames. The thirst high-end companies create in customers makes them do what they can to attain merchandise, and thus share in the enjoyable image the brand presents.
Brand owners know their vision for image and story better than anyone else. After all, they created the company and poured themselves into the products. But brand building can’t exist in a vacuum—in a healthy scenario, input comes from a variety of sources.
There are thousands of excellent design firms, suppliers and manufacturers across the globe. How do you know which is the right one for you? And once you find the teams to work with, how do you work with them well? Let’s look at what will help make your next packaging project a smooth process among all involved.
What if your packaging was the only marketing tool your brand had? For many startups and small companies unable to afford advertising, this is exactly the case. And do you know what? That’s a good thing.
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.