Types.
Strategy
Subjectivity in the Packaging Design Process.
Brand managers understand that packaging design is a crucial part of a product’s success. Even though they understand its importance, many companies take a dangerous path for brand decisions related to graphic design and product packaging. The conventional steps taken to develop CPG products allow for an enemy known as subjectivity to infiltrate the process,…
Strategy
Defining Your Brand Strategy.
Creating a brand is more than picking a cool logo, tagline, and complementary colors for your packaging, website, and marketing touchpoints. Especially as more consumers are viewing brands as entities responsible for ethos and behaviors, you want your brand strategy to communicate vision, goals, culture, and operational behaviors that align with your target audience. To…
Strategy
How CPG Brands Can Connect With Gen Z?
Consumer packaged goods (CPG) brands are trendsetters. They’re often among the first groups to pivot their marketing strategies and reach out to the latest generation of young, spendy consumers. While the Millennial market reigned supreme for a number of years, a new generation is taking hold in the marketing mainstream—the so-called Generation Z, a…
Strategy
Choosing the Right Brand or Product Name.
Whether you’re starting a brand, sub-brand, or product extension, its name matters. You want something that’s recognizable but is also unique. In some cases, such as Kleenex for tissues or the Magic Eraser for cleaning sponges, you can create a name so iconic that people use it to describe any product within that category—even if…
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