A few years ago, when I started studying packaging, my ideas on this job weren’t so clear as today. I missed several pieces and among them the most important were: The direct experience (to have built many packaging of success) The sensibility (to have refined...
Have you ever observed the face of athletes in the precise moment where they injure themselves? Do you know what they are thinking about? I tell you my opinion, but I have never played as a professional football player or as a professional biker. However I have been...
Are you thinking about launching a new product? The lecture of this article is for you. 3 products out of 4 are not going to survive Did you know that the 76% of the launches falls within one year without even achieve 10 thousand pieces sold? This means that...
Among the fundamental ingredients for the success of a packaging there is the choice of the colors. Indeed between the product and the colors which represent it on the packaging exists a direct relationship, and as there is a direct relationship between the packaging and the...
What is rebranding? For rebranding we mean the process of marketing which brings to a partial or total change of the brand identity. It is not just about the renewal of the visual communication of the brand through the logo, the colors or the packaging, but it...
The lethal mistakes which condemn also the greatest products not to sell are usually two and always concern their packaging. The companies make this mistake without knowing that – both the small and the big ones – when they take some crucial decisions. The most widespread one...
If you have got a good idea or a great product and you want to open an activity it is not said that you are able to introduce and to explain it to your potential customers or investors.Deciding what image your product will have once...
I have read somewhere that “Products are created in the factory, Brands are created in the mind of the customer.” It is a definition that perfectly adapts itself to the topic of this article: the co-branding. Made the product, how is it possible to make sure that...
Do you think that the body copy, the headline and the copywriting in general are made by the creative? Or do you think that at the end it will be enough writing something, but it is not important defining what? If your answers are “YES”, and you...
If I had to give a definition about the concept of cross-selling I would say it is the technique used to generate additional sales and increase margins. It is such an old technique, 50 years ago the delicatessen in Italy while they were wrapping the ham...