branding

Opportunities and Challenges for Brands Under 2020 Labeling Regulations

October 26, 2020

As food and beverage manufacturers navigate a consumer audience that has changed its attitudes and behaviors completely, they must also address changing the Nutrition Facts on their labels. Changes to labels like those required under the current regulations can have wider-reaching implications for some brands.

Editor’s Note

The Total Package

Kristen Kazarian

October 14, 2020

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The other day I received in the mail something called “LastSwab.” I didn’t have a clue what it was, so I opened the package, and lo and behold: a carrying case for one lone cotton swab.

Kellogg's Offers Chance to Create Personalized Cereal Boxes

August 25, 2020

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Kellogg is offering U.K. customers the chance to create a personalized 'back to school' cereal box. Shoppers collect codes from three promotional packs and then upload a photo and personalized message to a website

Brand Packaging: Color Test

Can Your Brand Pass the “First Moment of Truth” Test?

How color quality plays a significant role in consumer preference.

Cindy Cooperman

August 10, 2020

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The “first moment of truth” is that 2 to 7 seconds it takes a consumer to make a decision about a product color. It is a significant factor in “first moment of truth” when you considered the reach it has to engage and communicate to consumers.

New Branding for Handsome Brook Farms Reveals Company Values

July 24, 2020

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Handsome Brook Farms introduces a new carton design now on grocery shelves nationally. The packaging nods to Handsome Brook Farms’ belief that the future of animal and land husbandry is bright, with the vibrant colors reflective of the green pastures, blue skies and bright yellow sunshine of a new tomorrow.

Brand Packaging: Business Development

Expanding Your Business Through New Product Development

Kristin Joker

July 11, 2020

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Expansion is an essential part of any solid growth strategy. While it’s important to expand into new sales channels and scale your operations, you also need to expand your product lines to truly achieve sustainable growth.

Advertisers Put Stop to Social Media Advertising in July and Forward

June 29, 2020

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Major brands, including Bailey’s, Smirnoff vodka, Coca-Cola, Levis and Unilever join a growing movement of big brand advertisers against the failure of social media platforms to control the publication of hateful and misleading content.

Brand Packaging: Rebranding

The Story Behind the Packaging: Midol

The iconic pain reliever gets a packaging overhaul, new branding message and 100% digital campaign to resonate with a new generation.

Kristin Joker

June 12, 2020

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Since 1939 the packaging described the product as a cure for “periodic pain.” Although the name was familiar with young women, the brand lacked relevance with Gen Z and was losing market share due to the increase of new female-focused start-ups.

Brand Packaging: COVID-19 Case Study

Pivoting to the Future

In today’s unprecedented times, it is crucial that brands have the tools to transform not only successfully but quickly.

Christine Wu

June 11, 2020

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Innovation is the antidote to overcoming seemingly impossible challenges. Smart leaders will study how some companies have adapted during the current COVID-19 crisis to learn how to implement useful marketing tools in order to quickly pivot their business to overcome any future disruptions.

Don't Make These 4 Mistakes When Starting a Subscription Service

Chris Crane

March 11, 2020

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The craze for a "subscription for everything" may make you think just having a great subscription box idea is the winning recipe, but there's a lot more to it. Consumers aren't just interested in a box's products but aspects like its delivery cycle, quality assembly and optimal return policy. Here are four mistakes you should avoid when starting a subscription box service.