This document discusses how packaging can add preference, premium value, and profit to brands on retail shelves. It argues that packaging is an "embodiment" of a brand's personality and that 85% of products picked up by customers are ultimately sold. The document then outlines a three step process to help brands "impack" an emotional connection with customers through improved packaging and the use of eye tracking research. The steps include making initial contact to understand customer attention and decision making, defining the brand personality, and creating packaging designs that attract customers and communicate brand messaging effectively.
5 Steps to consider before your packaging designDouglas Kaufman
A short presentation given at Prague's Art of Packaging conference hosted by Syba and the embassy of the Netherlands. It concerns creating a brand identity before your packaging or communication.
Packages are brands that you trust enough to take into your home. We are continually comforted and cajoled by packaging shapes, graphics, colors, messages, and containers. The shelf is probably the most competitive marketing environment that exists. From new brands to extending or revitalizing existing product lines, considerations of brand equity, cost, time, and competition are often complex
This is an introduction to branding for people that have had little exposure before.It looks at branding basics, compares marketing to branding, and briefly looks at successful marketing tactics. It also covers the elements of a marketing plan.
Insight, talent, deep knowledge of consumer and taste trends, altogether are the ingredients to design brand identity that really sells, adding value to your business.
Branding, Positioning & Understanding Current Marketing Issues, presented at CSUSB on 11/20/14. Understanding how to build a positioning statement is the most important part of creating your base to your strategic marketing plan. This presentation goes through how RedFusion builds relationship based, executable marketing cycles for small businesses.
5 Steps to consider before your packaging designDouglas Kaufman
A short presentation given at Prague's Art of Packaging conference hosted by Syba and the embassy of the Netherlands. It concerns creating a brand identity before your packaging or communication.
Packages are brands that you trust enough to take into your home. We are continually comforted and cajoled by packaging shapes, graphics, colors, messages, and containers. The shelf is probably the most competitive marketing environment that exists. From new brands to extending or revitalizing existing product lines, considerations of brand equity, cost, time, and competition are often complex
This is an introduction to branding for people that have had little exposure before.It looks at branding basics, compares marketing to branding, and briefly looks at successful marketing tactics. It also covers the elements of a marketing plan.
Insight, talent, deep knowledge of consumer and taste trends, altogether are the ingredients to design brand identity that really sells, adding value to your business.
Branding, Positioning & Understanding Current Marketing Issues, presented at CSUSB on 11/20/14. Understanding how to build a positioning statement is the most important part of creating your base to your strategic marketing plan. This presentation goes through how RedFusion builds relationship based, executable marketing cycles for small businesses.
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with twenty five slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Positioning Framework Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
If you are looking for a presentation slide to represent your brand management, plans and strategy then this brand management PowerPoint presentation slide is for you. A marketing team can easily explain the details of the brand management using these slides. The slides of this brand strategic presentation slide make the report easier to understand. This management of brand PowerPoint slide can be customized in any order you can rearrange elements and edit the text placeholders that were prepared for this purpose. Brand management is a long-term plan for the development of a successful brand therefore, you can use these slides to achieve goals and improve the performance of your brand. Our strategic brand management PowerPoint template is perfect for marketing plans. You can download this brand management PPT template by just a click of a button as it directly connects to the consumer needs, competitive emotions, and environment. Enthrall your fraternity with our Brand Management PowerPoint Presentation Slides. Demonstrate your comprehension of current trends.
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Our professionally designed PowerPoint presentation is sure to impress executives, inspire team members and other audience. With a complete set of twentyfive slides, this PPT is the most comprehensive summary of Strategic Brand Positioning Powerpoint Presentation Slides you could have asked for. The content is extensively researched and designs are professional. Our PPT designers have worked tirelessly to craft this deck using beautiful PowerPoint templates, graphics, diagrams and icons. On top of that, the deck is 100 percent editable in PowerPoint so that you can enter your text in the placeholders, change colors if you wish to, and present in the shortest time possible.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Creating Brand Awareness at a trade show is highly important. This presentation explores the three levels of brand awareness and how to achieve those levels with your presence at a trade show.
Impact of branding on consumer perceptionWaleed Ahmed
This article is a literature review for the course Inside the customer's mind, which briefly covers the theory and concepts of how Branding impacts consumer decision making based on their self concepts
Brand Communication PowerPoint Presentation Slides SlideTeam
Presenting this set of slides with name - Brand Communication PowerPoint Presentation Slides. This is a one stage process. The stages in this process are Brand Equity, Brand Communication, Brand Awareness.
This complete deck is oriented to make sure you do not lag in your presentations. Our creatively crafted slides come with apt research and planning. This exclusive deck with twenty five slides is here to help you to strategize, plan, analyse, or segment the topic with clear understanding and apprehension. Utilize ready to use presentation slides on Brand Positioning Framework Powerpoint Presentation Slides with all sorts of editable templates, charts and graphs, overviews, analysis templates. It is usable for marking important decisions and covering critical issues. Display and present all possible kinds of underlying nuances, progress factors for an all inclusive presentation for the teams. This presentation deck can be used by all professionals, managers, individuals, internal external teams involved in any company organization.
If you are looking for a presentation slide to represent your brand management, plans and strategy then this brand management PowerPoint presentation slide is for you. A marketing team can easily explain the details of the brand management using these slides. The slides of this brand strategic presentation slide make the report easier to understand. This management of brand PowerPoint slide can be customized in any order you can rearrange elements and edit the text placeholders that were prepared for this purpose. Brand management is a long-term plan for the development of a successful brand therefore, you can use these slides to achieve goals and improve the performance of your brand. Our strategic brand management PowerPoint template is perfect for marketing plans. You can download this brand management PPT template by just a click of a button as it directly connects to the consumer needs, competitive emotions, and environment. Enthrall your fraternity with our Brand Management PowerPoint Presentation Slides. Demonstrate your comprehension of current trends.
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Our professionally designed PowerPoint presentation is sure to impress executives, inspire team members and other audience. With a complete set of twentyfive slides, this PPT is the most comprehensive summary of Strategic Brand Positioning Powerpoint Presentation Slides you could have asked for. The content is extensively researched and designs are professional. Our PPT designers have worked tirelessly to craft this deck using beautiful PowerPoint templates, graphics, diagrams and icons. On top of that, the deck is 100 percent editable in PowerPoint so that you can enter your text in the placeholders, change colors if you wish to, and present in the shortest time possible.
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
A quick study of the basics and importance of strategic brand development. By Fanen Acho, Headstart Consultimg Limited. Headstart is a strategy and innovation company
Creating Brand Awareness at a trade show is highly important. This presentation explores the three levels of brand awareness and how to achieve those levels with your presence at a trade show.
Impact of branding on consumer perceptionWaleed Ahmed
This article is a literature review for the course Inside the customer's mind, which briefly covers the theory and concepts of how Branding impacts consumer decision making based on their self concepts
The overview of Universal Design movement in Thailand since 2008. The connectivity of NGO, government, academic, and business provided UD platform for Aging society.
Eye tracking facilitates customer experience design a case study of DBS Bank ...jamesbreeze
This whitepaper showcases how DBS Bank in Conjunction with Objective Experience and National University of Singapore (NUS ISS) measured customers' attention on merchandising in their Bank Branches using eye trackers from Tobii.
What You Need To Know About Eye Tracking (older barcamp version)Harry Brignull
You are viewing an OLD VERSION of this talk. There is a new, improved version of this talk here:
http://j.mp/eye-tracking-uxlx
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When you see an Eye Tracking heatmap for the first time, you are probably so busy saying “wow!” that you forget to critically evaluate what you are seeing.
This talk is intended to prevent this from happening - and give you a set of critical questions to ask next time you are faced with Eye Tracking findings.
In February 2012 Annika Naschitzki presented to both Wellington and Auckland audiences about Optimal Usability's new eye tracker, and what it can do. Here is the presentation, however if you would like Anni to come into your organisation to do the presentation please get in touch: anni@optimalusability.com
With many great tools available for sharing packages of PHP code, it is now up to you as a developer to design these packages well. You have to decide what to put in a package, when to split a package and on what other packages you can safely depend.
You will learn how to make good decisions about your package design and release reliable, highly usable and therefore highly esteemed packages of PHP code.
This was my keynote presentation at The Inbounder in Valencia, Spain. I cover why we should invest in brand and present a plethora of frameworks and models to help us do this efficiently within our organizations. You'll learn how to build brand, how to measure brand marketing, and how to position it as a revenue driver at your company.
Surprise must be designed into your pack to create a WOW! Surprise packaging sells! -
When one's expectations are blown away and we get much, much more than we ever expected...that becomes a WOW moment. Surprise packaging sells. In an ideal world, if the pack design can trigger each of our five senses and engage us grabbing our attention, then that design can convert the automatic-pilot task of grocery shopping into a fun and surprising experience.
Great packaging designers look to bring a pack to life with the use of both visually striking creative graphic and structural design. They work to differentiate and make the product stand out. They strive to have the customer go, “WOW! Check this out!”
When it comes to crafting their narrative many brands make this simple mistake: they add more just for the sake of it. Building a Strong Brand Narrative lays out the formula - Story, Visual and Content with statistics, best practices and examples.
How signage connects brand to your customersProphetBrand
Presentation addresses how signage can be used to connect with customers in a meaningful and engaging way; it was given at NRF's 100th Annual Convention.
A comprehensive guide to the world of branding. It is an exciting time for branding. As everything becomes global, good branding becomes more crucial. What is Branding? is an accessible guide that makes sense of this complex subject. It explores the process of branding, and shares insights that can be applied to practical challenges.
CBRE's latest real estate and retail insights points out why Residential Real Estate again becomes more attractive to Vietnamese investors as other alternatives offer limited returns
Insights to plan your next TET Holiday Marketing CampaignsAleph Vietnam
TET Holiday time is the most meaningful and important holiday for Vietnamese people.
Is also often the most important branding and marketing commercial opportunity for brands in Vietnam to raise awareness, connect on a more emotional level with their audience and drive sales.
red’s complimentary ‘Branding Best Practices’ Conference presentations now av...Aleph Vietnam
Last week the red team had the honour and pleasure of Chairing a Pacific Conference to share ‘Branding Best Practices’. Our presentations highlighted that central to successful brands is the emotional connection or ‘love’ people have with the brand.
10. Seeing is believing…
Our small portable device
uses IR to gauge exactly what
is looked at, for how long, and
in what order.
Enabling you and your creative team to choose executions that
have maximum “impacked”.
11. In three steps, we will help you
'impacked' the emotional
connectionbetween your brand and
customers, through packaging and
eye-tracking
12. We'll use the following
case studies and share
some world-class
examples of packaging
that’s working…
13. Making it sizzle...
Eye-tracking proved redesign
impact:
91% noticed brand name first.
26% found pack in 4 seconds.
Both were significant improvements.
“Wright’s new brand identity significantly
increased our findability on shelf. It also had
the highest ratings on Purchase Intent”
Harold Heinze, Senior Director of Marketing
14. Don’t feel blue...
P&G’s Pantene Aqua Light was
not being seen. They wanted to
test a new design utilising blue
blocking to raise noticeability.
Eye-tracking proved it.
“You cannot close the sale unless somebody
has seen the package first on the shelf. With
eye tracking, you can determine if you are
stopping consumers with your product”
Christian Simms , AD CMK at P&G
15. Don’t chew on it...
Eye-tracking identified key
strengths of new packaging
design concept. It ensured
consumers took away the key
message and identity.
Data supplied by Cadbury showed that the
new design out-sold the original within 2.5
months.
16. STEP ONE contact
Let’s make contact
with your brandscape
17. You customer's brain is wired
to filter out information (clutter)
Your customer's only buy brands
they can identify and understand
25. How's your current packaging
working?
75% – 95%
How does it compare to your
competitors on your shelf?
26. Be seen...
How do people scan their environment?
What makes their gaze linger or captures
their attention?
“Having done multiple tests on a brand you build a
wealth of cumulative knowledge. That truly helps in
the design process. In the course of eye-tracking we
also identified weaknesses versus competitors that
we didn’t even know existed.”
Pamela Waldron, Global Director of Insights at J&J
29. Be inspired...
The “rules of thumb” of consumer choices
that need to be incorporated into a design Heuristics
to maximise impact.
Leverage the “meaning” behind
colour, shape, graphics, imagery & Semiotics
association.
“Qualitative research will lead to key directions for
design creative and ensure pack design moves in
conjunction with consumer behaviour. Heuristics &
Semiotics are consumer-choice de-coded.”
30. STEP TWO react
75% – 95%
We define what your brand will
stand for
And how it will build an emotional
connection with your customers
on the shelf
44. A clear communication hierarchy +
Pack elements organized by importance to
75% – 95%
your customer +
Information that is easy to understood +
Variety, assortment and product is easy to
understand +
46. Weakest Impact Strongest Impact
1. Doesn’t register brand name 1. Sees the variant name
despite huge size 2. Sees the brand name
2. Ends up looking at unimportant 3. Takes on board key messaging
messaging 4. Prefers the look
47.
48. A clear communication hierarchy +
Pack elements organized by importance
to your customer +
Information that is easy to understood +
Variety, assortment and product is easy
to understand
53. 3
A clear communication hierarchy + 1 5
1 4 3
2
Pack elements organized by importance
to your customer +
1 4
2
Information that is easy to understood + 2
Variety, assortment and product is easy
to understand
54. In summary….
75% – 95%
Special impacked take-aways...
55.
56. contact
Put your customers
unconscious mind and
where they buy at the heart
of the process
Remember they're hard-
wired to notice only what is
different and easy to
understand
Track to see how your
customer really understands
57. react
Know thy self
Before you start, build a
brand personality, pumped
by a strong 'Brand Heart’
Your packing design will only
succeed if you have a strong
creative agency brief
58. attract
The secrete is to say more
with less (be more focused)
Ensure a clear
communication hierarchy,
organized by what's
important to your customer
'impacked' the emotional
connection between your
brand and customers