Ted Mininni: “It's Time to Put Some Fun Back into Marketing”

Design Force, Inc. proudly announces that its president, Ted Mininni, has been sharing his expertise on branding, packaging and licensing issues on a regular basis in POPSOP, an online branding publication. His latest article was published on January 20, 2012 on the e-magazine, titled: “It’s Time to Put Some Fun Back into Marketing”.

In his latest article, Mr. Mininni opens with these insights: “Over the past three years, marketers have focused on delivering promotions, price cuts and additional value for consumers more than anything. This approach has been necessary to a large extent but much of it has also been done at the expense of brand building”.

The article goes on: “While it’s true that consumers are cost-conscious and more deliberate in their purchase-making decisions as a result of the recession, it’s also true that they’re looking for some bright spots in their daily lives... Packaging can go a long way to accomplishing this goal for marketers”.

In a recent interview, Mr. Mininni discussed how a touch of whimsy in branding and packaging as well as cues that bring pleasant memories, positive emotions or a bit of levity to today’s harried consumer scores valuable points for brands. “But if well thought out, those emotive aspects of packaging can be used more deeply to deliver core brand values, as well. The first order of business is to attract, then engage the consumer to deliver a meaningful message. Nothing can accomplish this like packaging”, stated Mr. Mininni

As the article progresses, he shares three distinctly different examples of packaging that engage the consumer so fully that price becomes a secondary consideration. He observes: “Relying on price-based promotions alone doesn’t build equity in the brand or loyalty for the long haul.” He also illustrates how packaging can be used to augment and generate excitement in a well-thought-out marketing campaign. Especially those initiatives that build on a sense of community.

“At its core packaging should be used to elevate the brand by communicating its assets and creating a sense of enjoyment for consumers who will really appreciate positive emotions in the midst of other category brands that are focused on price and promotional activity alone. These measures are important during times like these, but in the long run they do nothing to create long-lasting, meaningful relationships with consumers”, Mr. Mininni observed.