All marketers recognize the importance of winning at the “First Moment of Truth” and influencing purchase decisions at the shelf. And to drive success (across brands, categories and retail channels), it is valuable to begin with a consistent thought process rooted in an understanding of how people actually shop.
Crowdsourcing has replaced focus groups, an executive recently declared in a New York Times article titled “Crowdsourcing to Get Ideas, and Perhaps Save Money.” The executive happens to have a vested interest in proclaiming the death of the focus group. His company, UberTesting, offers access to consumers who are willing to be recorded remotely as they try out products and navigate through websites. However, he has a point.
These days, most retailers prefer that their own line of products be called private brands, not private-label products. Many might even call these products a store brand or own brand. Indeed, there has been considerable evolution in this segment of the market.
To create the visual branding for its newest product line and sub-brand system, Oberto Sausage Company has partnered with Murray Brand Communications to design the packaging graphics and in-store displays for a line of trail mix combined with meat jerky.
For years, Driscoll’s sold its fresh berries in clamshells that bore a label in the upper corner with traditional yellow and green colors. The label had the same shape no matter what type of berry and included an image of a famer picking a mélange of berries. The logo appeared in straight, sans-serif font.
Cap’n Crunch cereal has a new target: the man-child. In case you’re unfamiliar with him, he is a millennial man between the ages of 18 and 30 who is tech savvy, cares about what he wears and exudes a sense of irreverence towards society.