When it comes to brand protection, you have to take deliberate steps to ensure nothing happens to the brand equity and consumer affinity you've built. The one-to-one relationship with each customer has to be re-affirmed every time a product is used.
While product quality is vital to securing ongoing business, packaging plays a key role in getting products noticed at shelf, driving purchase intent, and differentiating the Zoots brand of cannabis-infused products.
To reward customer loyalty, a food products company wanted to do a special in-pack promotion for a line of its frozen meals. But the coupon had to be oven-proof. Why oven-proof? Because some people need to be protected from themselves. This is why R&D gets the fun assignments.
Products on crammed shelves scream for attention. Whether it's creating trial for a new product, encouraging a second look at a brand refresh, or flagging down a shopper to go off-list and pick your brand, packaging is a bridge built on understanding consumer expectations. The right package design executed the right way helps set a brand apart.
Executing a decoration transfer today is a lot easier and less costly than ever due to advances in print technologies. Digital printing gives brand owners a host of marketing options that make it possible to trial a new product, extend a SKU offering, or try a completely new packaging approach.
Brand owners must comply with labeling regulations for all their products, regardless of product size. This is especially critical when a product contains an active ingredient such as sunscreen. The fact compliance must be maintained across all packaging formats poses some challenges for brand owners when they want to use trial or sample sizes that are small. Extended-text labels create extra space to tell a deeper brand story, provide product usage information, and still enable brand owners to meet regulatory requirements.
With 67 percent of private label buying decisions being made at the shelf, the role packaging plays in delivering shelf impact is vital to product success. So how does a new or established private brand steal attention?
The power and promise of NFC is the ability to instantly create an interactive experience with consumers, regardless of the product. It's all about engaging consumers at the point of purchase, as well as at home. The digital world offers tremendous opportunities for building consumer and brand affinity.
Innovative packaging is an effective tool that can give all brands a competitive edge. Products with outstanding shelf appeal have a greater chance to attract consumer attention and encourage purchase. But it goes farther than just the shelf. Brand owners have to consider what happens when the product goes home.