The year 2020 is just around the corner — in terms of innovation planning that is, because filling the new product pipeline, from idea to commercialization, typically takes several years to complete. The same can be said for any new structural packaging design or new forms of printing and labeling with the frequently lengthy lead times from inception, production line tooling, to market capitalization. With such long planning cycles and many potential risks associated with change, brand marketers are on the constant lookout for any potential disruptive catalyst that may impact their initiatives.
And 2020 — a year, as well as perfect vision and the ability to clearly see objects both far and near — serves well as a metaphor for envisioning major changes and the importance of identifying and selecting the right trends, both close and far. This perfect vision starts by being able to see and capitalize on the missing needs in the marketplace to ensure the success of new packaging and branding initiatives.