Eastern Europe: Brand Opportunities

While many Western European countries and other large world economies are experiencing lower performance in their goods sector due to consumers scaling back on spending, Eastern Europe’s economic growth is relatively strong as they are benefiting from high “real wage” rises. This opens many doors for companies looking to get into this thriving market. Here are a few takeaways:

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Lack of differentiation keeps you out of the spotlight.

Being “better” than the competition is no longer enough to create sustainable advantage in today’s business environment. To rise above the sea of sameness in your product category, your brand must show it’s different. Let’s take a look at 3 ways to get there.

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3 Ways to Make Packaging Design Stand Out

Packaging design builds your brand – at least at the promotion and sales stages. But creating the right design can be a challenge. Not only does it need to stand out in a busy marketplace, it needs to tell your brand story and align with your brand purpose. Let’s look at 3 approaches to create packaging design that will get your audience’s attention and set the stage for increased sales.

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Branding: A Little Logo Goes a Long Way

A logo is not a brand. But that doesn’t mean it doesn’t have one of the most important roles when it comes to expressing the brand’s identity and positioning. Because it goes out with every one of your marketing materials, the logo is the face of your brand. It makes it stand out, builds your reputation, and helps you connect with your audience.

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Christmas Packaging. Getting Into the Spirit.

It is barely November but stores are already slowly trickling in holiday themed products. It seems that each year Christmas comes earlier and earlier in the year. Because consumers are drawn to the unique packaging styles, gift combinations, and interesting color palettes, holiday packaging has enormous benefits for brands and retailers.

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Driving Value With Connectivity

Just a few years ago, connectivity was the future. Today it’s everywhere – and it’s even expected to be everywhere. But how can brands incorporate connectivity into their products?

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Packaging with a Purpose

Sometimes outlined as part of the company’s mission or vision, purpose gives the reason a company is in business and what motivates it to do what it does, beyond making money. Take Ikea for example. Its purpose is more than just selling furniture – this is something every furniture company does – Ikea is about “creating a better everyday life for the many people”. And their business idea supports this purpose with a wide range of functional, well-designed products that are affordable by as many people as possible.

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Influencer Packaging: It’s All About Trust

Trust is what makes brands grow – it attracts prospects and makes current customers loyal. But with growing skepticism towards brands, consumers increasingly turn to friends, peers and figures of authority, like celebrities, to help them guide their decisions. Brand owners know this and that’s why influencer marketing is making it on the strategic priority list. But can such endorsements be translated onto the packaging touch point?

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