These articles are part of the "Brand consistency" category
Overwhelmed by choice, today’s consumer rarely sticks to a single brand. In bid to raise brand awareness and encourage consumer loyalty, companies rely on their marketing departments to churn out creative ad after creative ad. Meanwhile, the most powerful tool to reel in customers for the long haul is right under their noses. We’re of […]
Any brand strategy that doesn’t address color consistency is a strategy doomed to fail. Not only is color the very first thing consumers notice about any brand, if used consistently across all channels of communication it can make all the difference between a sale or no sale. Not yet convinced? Read on to discover why […]
Every packaging designer knows that finding the perfect balance between brand consistency and local customization is no easy feat. As brand identity and consumer confidence go hand in hand, it seems logical for brands to stick to one global look. However, with local markets come local challenges. Understanding consumers’ needs and expectations on a local […]
Free download: Building bridges to better packaging for brands Download our free Whitepaper to find out how to optimize your product packaging process. Streamline product packaging needs Reduce costs optimize internal and external communication & Manage approval cycles efficiently Manage lead time pressures Many of the pressures faced by Brand Owners today impact those who […]
When it comes to the color of your packaging design, what you see isn’t always what you’re going to get. It takes a great deal of (color) management to achieve color consistency across the supply chain, as well as a certain alertness to the most important pitfalls.
You have made the decision. You think your company will benefit from a marketing asset management system that incorporates packaging. You know the long-term gains it will bring for your brands and the organization as a whole. But where next? How do you go about finding the right system for your organization? What questions should […]
Packaging is a crucial element of the marketing mix, certainly for consumer packaged goods (CPG) brands. A well-packaged product can attract potential customers and influence their purchasing decisions, often without them even realizing it, which is why packaging is sometimes referred to as “the silent salesman.” This article outlines its sometimes underappreciated marketing value.
If you are involved in bringing products to market, you will know there are many potential issues that can keep you awake at night. We conducted interviews with Heads of Marketing from FMCG companies to discover the main challenges related to the packaging supply chain and how to overcome them. Key pain points included: Digital […]
By Ronald Voigt Have you seen the Academy Award-Winning La La Land, where the stars dance through the cosmos and experience alternate realities? Or the commercial, where a famous freestyle dancer slides down the street, up the walls, over the marquee and beyond, transported by his next-gen earphones? Maybe you’ve seen this Russian packaging that […]
In an increasingly complex role, CMOs must manage processes, assets, data and technology within their organization more closely – instead of relying on third parties or managing from afar.
Nestlé’s global head of digital and social media, Pete Blackshaw, recently published his Digital Year in Review. His mission? Smoothly connecting physical products with digital experiences. His point of view is an intriguing one, which should make all of us in packaging lean in, listen closely, and ask ourselves: what role does consumer packaging play […]