September 19, 2012
Design Force, Inc. proudly announces that Brand Packaging magazine has published its president, Ted Mininni’s latest thought leadership article on the power of well-executed package design. “No Ad Budget? No Problem.” has been published in the September issue of the respected packaging industry magazine both online and in print.
In his latest article, Mr. Mininni points out that many emerging brands have shoestring marketing budgets, but that this needn’t be a detriment to brand building. He cites that even major brands have a challenge knowing how and where to effectively spend their advertising budgets. “Most advertising – traditional media or social media-based – is increasingly tuned out by consumers… that’s why packaging can and should be a solution.”
Mr. Mininni then discusses how brand packaging influences consumer decision making at the retail shelf in what former Procter & Gamble CEO, A.G. Lafley referred to as “the moment of truth”. “This begs the question: How many times are consumers looking for a specific brand in a retail store, due to advertising or word of mouth, then changing their minds for another at the point of purchase because of stronger packaging that encourages interaction and ensures a more satisfying brand experience?”
To prove his assertions about packaging that has built awareness and volume for fledgling brands even though juxtaposed against category leaders on the shelf, Mr. Mininni cites four specific examples of products in totally different categories. As he discusses each example, he points to the package design elements that “speak” to the consumer. He shows how simplicity, honesty and authenticity resonate.
Mr. Mininni concludes: “A unique visual and verbal language reinforces the brands and what they stand for. They communicate it as effectively as any media-based advertising could ever do. More importantly, they communicate it right at the shelf where consumers are actually making their minds up about which brand to purchase. How perfect is that?”