Sunday, 19 September 2010

Brands must get packaging right to get noticed, bought and loved

This recent report - by Business Insights - looks like a 'must read' for any brand that wants to win in store (the first moment of truth). Errhh I think that is all brands!

I write a lot about the importance of packaging. Most marketers know it is key.

This report highlights some vital things to take note of if you are not spending sufficient time on packaging - to make sure it is consistent with the brand experience you promise (in the advertising), or, us they say in their overview:
  • (one of the benefits of the report includes) ...understand how packaging design contributes to the aesthetics and emotion of brand identity.
  • (one of the key findings of the report) for brand enhancement demands consideration of brand communication, consumer needs, the context in which the product is sold, category norms, brand guidelines and constraints, potential pack structure or format and surface design. Packaging is one part of the marketing mix. Examining the global superbrands demonstrates how packaging is an integral part of branding and enhances the brand experience.
Packaging is too important to leave to chance. Get it right and, at the very least, you will stand-out versus competitors and increase your chances of being noticed. However, the real win comes if you make it stunning and delight consumers when they see and use it.

Get it right and they are likely to reward you with greater loyalty and possibly advocacy.

Get it wrong and your brand may not get noticed. If it really disappoints they will probably not buy again [see previous post].

It is definitely worth investing good amounts of time and resource on it.

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