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Eastford, CT, United States, 2008/06/04 - In his opinion piece, Mr. Mininni advocates that marketers reallocate some of their advertising monnies into packaging instead. Reason? Most advertising is going to dead letter offices these days - DesignForceInc.com.
Design Force Inc. proudly announces that an editorial entitled “Learning To Be A Wrap Artist”, authored by Ted Mininni, the firm’s president, has been published in the June 2, 2008 issue of Brandweek Magazine.
Brandweek is “the leading source of news and information in the U.S. marketing industry and the only trade magazine to offer saturation coverage at all levels of the brand-activation process... An indispensable part of the marketer’s tool kit, Brandweek gives its busy readers competitive information and insights for bringing new products and ideas to the global marketplace”. The publication offers its readers print, online and e-newsletter formats to connect with the busiest of marketers.
Mr. Mininni’s editorial was chosen by Brandweek’s editors to be published in the magazine’s June 2nd edition. It appears in the magazine’s “Top of Mind” column, which Brandweek utilizes for “forward-thinking opinions from top strategists, marketers, agencies, business schools and consultants”.
In his article, Mr. Mininni advocates the reasons why consumer product companies ought to consider reallocating a chunk of their advertising budgets on packaging instead. “With consumers increasingly tuning out mainstream media and tuning into their iPods, mobile phones and social networks, most advertising messages are disappearing in the ether. The truth is that, with so much broad-channel advertising lost on consumers, the lowly package may be the only opportunity many brands have left to even get noticed”.
As the article progresses, Mr. Mininni demonstrates with examples of commodity consumer products that benefit from investments in stand-alone, unique packaging. Established category-leading brands benefit from refreshed, contemporized packaging that consumers take instant heed of. And it’s an absolute “must” for new product launches if there is any hope of capturing consumer interest. “Why can’t more established brands launch exciting new packaging like this?”
“The bottom line is that a brand that expects a place in the consumer’s mind had better employ unique packaging if it hopes to get there”, Mr. Mininni points out in his article. “Whether the challenge is to market heritage brands to newer generations of consumers or to launch wholly new brands, period, the packaging focus has to be the same: owning mindshare. Packaging may be a marketer’s first and only opportunity to make that vital connection with the consumer”.
As he wraps his article up, Mr. Mininni observes that: “Or you can just keep your dull packaging and dump more money on advertising”.
To read the entire article, please go to BrandWeek online.
Ted Mininni is president of Design Force Inc. (designforceinc.com), the leading brand design consultancy to consumer product companies with Enjoyment Brands™. Design Force helps clients market brands that deliver positive, gratifying experiences by connecting consumers to brands emotionally with compelling visual brand experiences.
Design Force, Inc. can be reached at 856-810-2277.