It's time to stop thinking outside the box.
by Susan Palombo, Managing Director
Visit a CVS or Target and you'd never know we're facing tough economic times. Stroll the aisles and you'll see record numbers - some 30 percent from 2007 to 2008 - of new products. New shampoos. New cheese puffs. New kitchen gadgets.
Much has been written in the last year about how frequently marketers are changing their mature brands' packaging in order to stand out and shout "new". Yet, even with these changes and the rate of new product introductions at an all time high, "me too" look-alike store brands and lackluster packaging innovations in many categories have created a disappointing sea of sameness. Now is the time for marketers to reclaim their brand's individuality. Indeed, it's time for a brand revolution. Rather, a packaging revolution.
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