Articles by Paul Cowley

Tactical Branding: A Step in the Wrong Direction?

Strategic moves provide boosts for brands, but consistent visuals and messaging must accompany them for long-term growth.
By Paul Cowley
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Today, we see more and more brands resorting to tactical branding solutions to drive consumer interest and, ultimately, sales. It begs the question: Is this a healthy long-term strategy?


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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.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  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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