Design Force President Interviewed by POPSOP.com

The editors of POPSOP.com, the international online branding and packaging publication, recently interviewed Design Force, Inc. president, Ted Mininni, to get his perspective on package design and licensing program design, the consultancy’s core competencies. The interview has just been published on the publication’s web site.

Mr. Mininni is a member of POPSOP.com’s board of experts. He regularly contributes thought leadership articles on packaging, branding and licensing to the publication. Mr. Mininni is also quoted in and contributes articles to a number of marketing and packaging publications in the United States, prompting POPSOP to ask him about his output. He noted the value of sharing expertise among design students and professionals and added: “I carve out the time to put my thoughts in writing, which means that I may often put in some long days at the office. But writing helps to clarify ideas and processes that actually assist us in evolving and improving our design approach, and the high quality results that it produces. That clearly has great value”.

When asked about Design Force’s “survival strategy” during recession, Mr. Mininni stated: “Simply put: we focus on building strong relationships with our clients. We work hard to understand their brands and their marketing challenges so that we can provide great design solutions. When we consistently deliver outstanding design, it impresses our clients and helps us to build and maintain long-term business partnerships. That’s the best antidote to recessionary times”.

During the interview, Mr. Mininni also shared his insights on how his design consultancy has evolved and how it has been focused on “package design and licensing program design for the consumer product and entertainment industries”. When asked further, he explained how Design Force executes licensing program design in collaboration with consumer product and entertainment brands in detail.

Mr. Mininni then answered a question concerning the role of advertising versus packaging. He explained how marketers need to look at allocating the right amount of resources for each. Questions concerning sustainability and packaging in the U.S. and around the world were also addressed by Mr. Mininni. He also answered questions about his favorite publications and his long association with TheDieline.com.

To read the entire interview and in-depth answers to the questions please visit POPSOP.com.