As American consumers and businesses look for new ways to reduce the environmental impact of daily life, the notion of green buildings ... continue »
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Here's a in-house video from Fair Isaac - an interview with Christopher Rence, Fair Isaac vice president and chief information officer. Fair ...
Comments
There is no question that sustainability efforts are becoming more critical for businesses today. Wal-Mart is one of many retailers that are pressing brands to improve packaging. At Schawk, a big part of our business is packaging, and we’re working with several top brands to make sure they are developing the kind of sustainable packaging that goes hand-in-hand with their sustainable products and meets retailers’ expectations.
Schawk has found that package design is an increasingly critical factor in delivering a successful brand — with more than 70% of purchase decisions made today being made in-store. Package design influences the relationship a consumer has with a brand — but it’s just one aspect of it. Unless a brand can deliver a compelling and consistent brand experience across all touchpoints — not just the packaging — for a consumer, there is a good chance the brand will be less successful.
So, if messaging is just as important as meeting retailers’ requirements, — it’s important that they are consistently delivered in every experience a consumer has. The category of business that can deliver that is brand point management. To learn more, here is some information about brand point management: http://www.docstoc.com/docs/854644/Brand-Point-Management.
I’d be curious to know what people think about brand point management and how the drive toward sustainability in packaging relates.
Miguel August 21st, 2008