This transformation lead to the development of 'brands' as we know them today. Branding has grown to become the most important marketing tool in advertising. The interesting thing is, we now live in a society that looks beyond the functional aspects of packaging to how it makes one feel, look and speak. Image has become the driving force behind packaging and branding. Not only does it host the brand, but it entices the potential buyer through inviting graphics and excellent visuals.
I've found that leading companies such as Nike and Starbucks are brands whose packaging extends to the entire retail experience. I guess this is why these brands are so popular. Starbucks coffee shops tend to have excellent customer service. It's the excellent customer service combined with the experience/journey in and around the shop that contributes to it's good image. I guess you can say that for these brands the idea of packaging goes beyond the container to the total packing of the store. It is the packaging of the experience that allows the target audience to 'fall for' the brand. Consumers therefore connect on a whole new level with the complete concept of packaging.
The packaging of a product needs to live up to the brand image in order to be successful. In a book I read recently read it said that '75 percent of a purchase decision is made at the shelf'. It also mentioned that '100 percent of your buyers see the package'. No other form of communication can claim such impact.
What interests me is that packaging is not only a containing device for products, but it's also part of the marketing mix. I guess it's an excellent idea of delivering the 'brand idea'.
No comments:
Post a Comment