Brand Packaging

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Articles in July, 2003 issue of Brand Packaging

• Five steps to more effective multilingual packaging: let your graphics show what the product is and how it works. Group all copy for each language. Translate accurately.
  by Swientek, Bob
• Options for lustrous graphics move paperboard past 'industrial' look: special effects, 'whiter' boards produce vibrant graphics that extend the reach of pizzazz--with structural benefits, too.
  by George, Jim
• Packaging choices in a slow market: balance cost cuts with brand strategy: keep a consumer-centric focus on your brand. Design smarter, not just cheaper. This will sustain growth even in bad times.
  by Perry, Ali
• Private label: a brand to be reckoned with.
  by Swientek, Bob
• Four 'True Lies' that hinder package innovation success: sidestep common pitfalls on the path to innovation that sells. A winning approach starts by galvanizing a group into a true team.
  by Miller, Ken
• Whetting the appetite for foods in tubes: take a cue from 'drink boxes.' First, market your tubes to kids who have no preconceived notions of product-to-package formats.(Marketing Misfires)
  by McMath, Robert
• Detergent bottle automatically dispense a 'cupful' of product.(Outside The Box)
  by Croft, Rob
• Packaging for speed in C-stores: Deli Express emphasizes shelf impact over appetite appeal to bring fast attention to its new line of ready-made sandwiches.
• Marketing with a heart spurs 1,600 percent growth: Immaculate Baking's packaging puts the 'genuine' in gourmet cookies. It doubles as a cause 'billboard' for folk artists.
  by George, Jim
• Removing malodors from packaged foods.(Emerging Technology)
  by Brody, Aaron L.
• Getting a piece of the lifestyle-appeal pie.(Market Data)
• Will consumers pay more for 'green' packaging? Yes ... suggests research comparing bio-based plastic containers to packaged fresh spices, organic foods and nutrition labeling.
• Packaging toys: speak to mom, dad and junior: retailers are watching them as they make their purchase decision. And foremost, you have to sell the retail store buyer.
  by Makely, William