In teaching Marketing, one often compares a brand to a living person. Why do we do this? Because a great brand must be ‘living’, either through new product developments or through constant change of its visual appearance. When I say “change of appearance”, it does not mean a change in any direction. A great strong [...]
I constantly repeat: “if you are not seen, you cannot be bought”. Lindt discovered, probably a bit later than Ferrero, that surprising, highly visible POS material, i.e. shelf-ready corrugated displays, sell more. So they now use their Easter Bunny in a prominent way to promote this product. Here the product and the pack are basically [...]
Marketing communication follows a few basic rules such as
- make it simple
- be bold
- awake interest
- don’t just inform… communicate!
but the best of them all is no doubt “be different”.
I remember that once the then CEO of Nestlé, Mr P. Brabeck, told us that packaging is the most economical advertising medium, enormously underutilised, with virtually [...]
Having had the pleasure to design packages since 1962 when I left the Graphic Institute in Stockholm, I’ve experienced several trends, from the Carrefour white (so-called non-branded) products to the retailers’ brands, from bio-designs to super premium designs, etc.
This article is about the latest trend which is to go back in time and offer consumers [...]
One of my favourite books is by Fabrice Peltier, edited by Pyramyd and entitled “Art, échanges créatifs”. Why do I refer to this book? Because it deals precisely with the subject I wish to write about, i.e. can a pack be art? In this connection, I picked out the great French verb “emballer” which means to pack or to wrap, as well as to be carried away by enthusiasm.