Many people speak about branding, marketing strategy, brand positioning, packaging and Packaging Positioning. We take for granted that these people are able to develop a positioning. The question we should wonder is: have you thought about a strong storytelling that allows your product to be sold? In these...
One of the most important weapons that a marketing office has to conquer the market and to win the battle on shelves with the packaging positioning is for sure the structural design. Having a unique and dedicated structure for its product allows you not just to...
What is meant for Payoff? The Payoff is the sentence that positions itself or reinforce the positioning of the brand on the market. This is a fundamental element for the brand identity. It has the task to communicate the personality, the style, the values and the tone...
Family brand and line extension are two debated and controversial topics in marketing. These issues are crucial for the companies for their strategic brand choice and for the development and positioning of their products on the market. Deepen the concepts of family brand and line extension and...
What’s the Co-Branding? For Co-Branding is meant a real partnership that involves two different brands in a common marketing strategy. It is a real commercial partnership between companies that product and deliver together a product for a mutual benefit. The benefits could be: Greater mutual visibility An...
There are gurus and gurus. With this article I want to speak about two gentlemen who are guru with uppercase “G”: Jack Trout and Peter Drucker. Trout is the father of the positioning, Drucker was one of the most important scholars of the management, theorist of...
With Visual Hammer we mean a visual, that is on the packaging and not only, which identifies a product or a brand which is a clear idea in the mind of the customers: in this way an unequivocal link is created to become indispensable for...
Do you know the importance of the Naming for the sale of your products? Many people, probably too many, haven’t understood the importance of the Naming for the sale of their products or services on the market yet. Jack Trout, the father of the positioning and the...
Some days ago, I went to a new customer and a remarkable thing happened which I would like to share with you in this article. Most of my job consists in a direct comparison with customers and with the market. No, we don’t remain closed in a...
If you have been reading my posts you know exactly what Packaging Positioning® is, but if you haven’t, we define it the tool of marketing developed on the packaging and finalized to the sales of the single brand. Obviously, this is a synthetic and simplified definition,...