Live from The Market Research Event: The Evolution of Packaging and Purchasing Environments
We're live this week at The Market Research Event 2009 and we'd like to share with you one of the many great presentations at this year's event. To find out more about the conference and to follow us live from the event, please check our our blog and follow us on Twitter.
Proof Symposia: The Evolution of Packaging and Purchasing Environments
The Evolution of Packaging & Purchasing Environments
Craig M. Vogel, FIDSA, Associate Dean, DAAP,University of Cincinnati
This session covered the evolution of ideas and how they connect to what's going on today.
Coca cola is one of the most powerful global brands. When does a brand become known? When enough people have a visceral understanding of the brand.
How do you understand how your brand is viewed externally?
There are five ways to look at your brand:
- Differentiate
- Collaborate
- Innovate
- Validate
- Cultivate
A company needs to understand when a product is invisible to the consumers. The package delivers the message about the product, from first buy and throughout use. It's starting to lose its ability to build on any more equity than it can handle.
When you change the images of your product, you can increase the value, stronger message, and then shift the strategy of the packaging.
In the 1990s-2000s, experienced economies are primary drive to buy people to buy more and more services. With failure of the economy, many products are sliding back to basic goods, and few are staying up at premium experiences. Many products people buy are from choices.
Companies can no longer sell one dimensional products. Many companies must create messages about personal values and global issues. Box stores are obsolete concepts because of current costs and overinvesting. Many people are moving back to cities. Companies are creating local stores, example ' Wal-Mart. Many of these large needs and want centers are going ot go back to decentralized shopping. Smaller scale neighborhoods and investments. Starbucks will go into contextualized stores without name. Mega centers are too hard for people to get to.