Stretching Your Brand's Elasticity Extending your brand into a related category can add to your core consumer base and create incremental revenue. But there are risks. by bob swientek
Updating The Menu For FoodService Packs BY AARON L. BRODY, PH.D. Away-from-home eating constitutes nearly half the $800+ billion value of foods consumed today. At its present 4 percent
Maturing Tactics Give Private Label a Cachet No longer just the 'cheap alternative,' retailer brands are signaling quality. Marketers can gain an edge by supporting retailers' strategies. By Toni
Pringles: A Chip Off The Old Block Enhances Packaging To Drive Growth Snack brand reflects P&G philosophy for winning two consumer 'moments of truth'—the point of decision and the
Don't Always Take The Easy Way Out Using existing packaging for a new product concept may lower your costs. But it can erode brand equity and confuse consumers. By
Avoid Mistakes, Maximize Equity In Converting To a Shrink Label Start with a design brief encompassing marketing and production, working backward from the end process. Then seek guidance from
It's No longer Your Mom's Food Can New shapes, labels and convenience features help bring canned foods into today's world of market-driven packaging. By William Makely Most of us
New wave of closures extends flexible's Impact Zippers and sliders are integrating into the total package design. As marketers jockey for shelf presence, some key packaging elements seem to
Weaving Character Development Into An Engaging Rand 'Story' First understand the narrative you want playing in your shopper's head at the shelf. Design and execution will become crystal clear.
10 Tips For Maximizing Your Package Redesign Dollars Investigate your options for package printing and production. You can achieve striking results while controlling your costs. By Mark Weisz Contrary
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