Article Results (Showing 1 - 10 of 49) RSS Alert
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Down to the last drop?(MARKETING MISFIRES)(trends in mustard packaging)
Years ago, mustard manufacturers had a clever way of looking at their profit margins: "It's not what you use; it's what's left in the jar!" At...
Brand Packaging, 09/01/06 by McMath, Robert · More from publication -
Missing it by that much.(MARKETING MISFIRES)(pouches)
I can't be the only one! The advent of reclosable strips on pouches has been followed by a wave of modifications to these closures. Manufacturers...
Brand Packaging, 07/01/06 by McMath, Robert · More from publication -
Don't stretch your brand too far--it could snap.(MARKETING MISFIRES)
Manufacturers have long sought to maximize space on retailers' shelves by extending their brands. The perception has been that brand extensions...
Brand Packaging, 05/01/06 by McMath, Robert · More from publication -
Little things mean a lot.(minor details in packaging should be done carefully)
Sometimes it's the most minor detail of your packaging that, when overlooked, has the potential to turn consumers off. Consider Tide...
Brand Packaging, 04/01/06 by McMath, Robert · More from publication -
What's in a name?(marketing misfires)
Through the years, a number of potentially good products have failed simply because of their names. Take the case of "No Sweat"...
Brand Packaging, 01/01/06 by McMath, Robert · More from publication -
Aging eyes require user-friendly copy.
I'd like to make a plea for brand marketers and package designers to consider the diminishing eyesight of Baby Boomers when developing new...
Brand Packaging, 10/01/05 by McMath, Robert · More from publication -
What's the secret to success? Learn from past mistakes!(MARKETING MISFIRES)(Column)
People often ask me, "What's the secret to success when introducing a new product?" And, without fail, I always respond, "Everything has to be...
Brand Packaging, 09/01/05 by McMath, Robert · More from publication -
Why use packaging to encourage mistaken identity?(MARKETING MISFIRES)
I wonder if executives at the Keebler Foods Company believe children have gotten smarter these days. That is, are they "smarter" today than when...
Brand Packaging, 08/01/05 by McMath, Robert · More from publication -
Truth in marketing: package graphics should earn consumer trust, not squander it.(MARKETING MISFIRES)
Gorton's of Gloucester, Mass., makes very good seafood, and according to the copy on the package, the company has done so since 1849. While I am...
Brand Packaging, 07/01/05 by McMath, Robert · More from publication -
What's the "down" side to upside-down packaging.(MARKETING MISFIRES)(good packaging matters)
Since the late 1990s, when both Heinz and Hunt's ketchups were introduced to the U.S. market in upside-down plastic squeeze bottles, there has...
Brand Packaging, 05/01/05 by McMath, Robert · More from publication
