5 Ways Brand Architecture Can Wreck Brands

THE BRAND BONE YARD

Ever notice how some CPG brands just disappear from the market place? One day they are in the store like they have been for years and the next, Poof! They’re history! This phenomenon is usually caused by structural flaws in the Brand Architecture of the acquiring...

Before You Start Packaging Design – PART 1

STOP, LOOK and LISTEN! FIRST, DISCOVER THE DISTRIBUTION, HANDLING, AND RETAILING REQUIREMENTS

You may design a beautiful package – but what if it doesn’t fit on the shelf? Or it’s hard to get on a pallet? Or the people at the warehouses or stores or shipping companies are confused about the contents? What if you design a beautiful package without considering...

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Marketing Channels Do Two Things Well

MARKETING CHANNELS GET YOUR PRODUCT TO MARKET AND YOUR MESSAGE TO YOUR CUSTOMER

Marketing channels are the means of getting your product to market while also effectively communicating good reasons to buy it at every level of distribution. Marketing channels are often confused with advertising channels. Although advertising is required in one form...

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Your Brand is an Icon If …

3 WAYS TO KNOW IF YOUR BRAND IS AN ICON, AND HOW TO MAKE IT ONE

There are lots of icons in our world today. We find them on our desktops, in our favorite YouTube videos, and in the marketplace. Icons are usually something, be it a person, object, or character. Icons represent defining characteristics of our culture and our world....

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