Building Brands
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Let’s just say when you see a great ad it’s tough not to smile
Cargill had a big task in front of them when they set out to create advertising that would explain how they could make a positive difference with french fries and all that other processing that’s in the news morning noon and night. Using humor they did it and even ended logically with, “This is how Cargill works with customers.” That’s a score. ________________________ ...... Read More
Comments (0)You’ll never look at dinner the same way
Most of the blogs that I write fall into two camps. They are either how to articles or reviews of successful or unsuccessful brand campaigns. So this one is admittedly off the beaten path but holds such interest I frankly couldn’t resist. I’m talking about the movie “FOOD, INC.” that was released last year that provides in a documentary format some very troubling facts ...... Read More
Comments (0)COOKINGWITHDRAFT.COM TAKES IT LOCAL
Using a combination of products, Kraft, LU, Cracker Barrel and Publix teamed up to create a selling opportunity for themselves and a delicious appetizer for its customers. The promotion was titled, “CHEESE loves COMPANY,” but from a brand strategy perspective it could be called, “MORE BRANDS equals MORE RETAIL SALES.” Let’s consider the not so obvious from the co ...... Read More
Comments (1)Sometimes the best packaging is the first packaging
McIlhenny Company which makes Tabasco sauce turned 142 years old this year. An amazing feat by anyone’s standards. Consider a few more about the company. Its first product remains its flagship. Its first packaging design is pretty much the same as it was those 142 years ago. Its products account for 20 to 25% of the market according to industry best guesses. Now in its fourth generation the ...... Read More
Comments (1)Take a look at a new product: The Drop-Top™
StarOne Group has announced its new product, “The Drop-Top™” for the beverage, food, personal care, pharmaceutical and chemical packaging that uses its newly patented container closure delivery system. The company claims The Drop-Top is like no other closure and promises it will help solve different problems facing the packaging industry today. The Drop-Top features an ...... Read More
Comments (0)My how things have changed!
If you didn’t know better you could easily reach for this packaging for tonight’s meal. Upon closer inspection you would immediately discover that this ‘meal’ wasn’t prepared for you but for your fido! Variety Pet Foods created these incredible down-home recipes and authentic country style that inspired the Variety Homestyle packaging. The design came from Edmund ...... Read More
Comments (0)New way of packaging food that hasn’t found a market
What happened: This past week Le Whif introduced the first breathable, organic chocolate and coffee. According to its creator, David Edwards, a Harvard professor, “Le Whif uses particle engineering to form chocolate in particle sizes that are small enough to to become airborne though too large to enter the lungs.” Flavors include pure chocolate, raspberry chocolate, and mint chocola ...... Read More
Comments (0)New media can mean new customers
What happened: This month the Wall Street Journal ran an article “App Watch, New York Edition: Fresh Direct” that explained Fresh Direct has introduced the company’s new app so their customers can order from their iPhone. Evidently the company spent some time researching their store’s customers and found that about half of them use the iPhone. In addition, the company ...... Read More
Comments (0)When the package goes beyond attractive...
…and adds something really unique it really stands out. In Buddy Mulled Wine’s case their packaging and follow-up marketing did what it was supposed to do and provided that extra something that put it above the rest: Easy to understand ‘big idea’ Creative design Plus… Showed the product in action Well done! ________________________________________ Tom Wants To H ...... Read More
Comments (0)The basis for a great packaging design: An innovative idea that solves problems
What happened: Method Laundry Detergent’s new laundry detergent is made with smartclean technology™, a patent-pending formula using a radical technology to deliver outstanding cleaning power. This detergent comes in a very small bottle, promises not to spill or strain arms because of its small size and guarantees outstanding cleaning results. More can be found at www.methodlaundry.c ...... Read More
Comments (0)What creates good design?
The answer to the question of what creates good design is having a good idea before you start the design process. Let’s look at two examples, one good, the other bad, and you can draw your own conclusions. First the good. Tropicana has long held the leading position in the refrigerated fruit beverages category. The perception of a quality brand has long been theirs to leverage and this set ...... Read More
Comments (1)Leading brands usually start by leading
What happened: Product Ventures announced today that their recent work on the product design of Westcott’s iPoint Evolution Pencil Sharpener has been honored with the prestigious Good Design™ Award, in the office products category, from the Chicago Athenaeum, Museum of Architecture and Design. Good Design™, founded in 1950, is one of the oldest and most esteemed design c ...... Read More
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