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In a recent article for GCI Magazine, Martin Kleinman (co-author of Robert’s Rules of Innovation) calls attention to the interrelationship between brand strength and package design. The package is a critical touch point, and should be the distilled expression of a beauty brand.
But the operative phrase here is “should be.” How often have you walked the aisles at major trade shows, or visited your favorite retail outpost on an industry recon mission, only to stop and gape at the misfires. The success of a package depends to a large extent upon the strength of the brand/customer-packaging supplier relationship. This is especially true in today’s business environment. Like mushrooms that follow the rain, the world’s retail shelves are crammed with new launches and flankers, all competing for consumer attention. And the competition will only intensify in the years ahead.
Martin Kleinman is managing director and founder of Communications Strategies, LLC, a New York-based marketing communications firm. During his career, Kleinman has developed and implemented programs supporting both B2B and B2C clients, including those in beauty and personal care product packaging. In addition to his client work, he coauthored Robert’s Rules of Innovation, and is a blogger for The Huffington Post.
GCI magazine is the business information resource for U.S.-based marketers, brand managers, manufacturers and executives in the beauty industry.