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How Branding Can Change the Face of Packaging
Drew Smith of Smith Lumen, a sponsor company at the marcus evans EuroPack Summit 2015, on the importance of branding and first impressions.
LONDON, Aug 20, 2015 - (ACN Newswire) - "Branding is all about connecting with the consumer, understanding their needs and providing solutions to their problems. Successful packaging begins with a great product at the right price but beyond that it is mostly about standing out in a strong, unique and emotionally involving way," explains Drew Smith, Founder and Creative Director, Smith Lumen.
Smith Lumen is a sponsor company attending the marcus evans EuroPack Summit 2015 in Monte Carlo, Monaco, 21 - 22 September.
- What makes a brand successful?
Successful brands are those that manage to occupy a place in the emotional lives of people and build a relationship with them in their daily lives. A brand needs to have the same qualities that are at the basis of any strong relationship. It has to be involving, trustworthy and behave with integrity. Most of all it should make people feel like their needs are understood. The brands that last know how to keep that relationship alive by continuing to surprise their consumer with new ideas.
- How can this success be transferred "on shelf"?
The buying process is an emotional one and all about first impressions. In supermarkets, there are only seconds to make a connection with the shopper. The product needs to attract and gain interest immediately, but above all it must express something unique. The key is to have a strong, simple statement that expresses an idea in a clear way and stands out from the competition.
First impressions are crucial. Consumers usually purchase the first product they touch on the shelf. Even if they put it back and compare, they almost always go back to the first item. We are all emotional creatures and like to be right about our first impressions, so we look for reasons to justify our first choice. All of us consider ourselves to be intelligent consumers, but we are habitually emotional consumers.
- In a globalised market, how do you create brands that are liked by different cultures?
Multinationals, in the interest of streamlining and cost reduction, often make the mistake of having a one-size-fits-all approach to global marketing. While this might work for some brands, each market is unique and room has to be left for local adaptation or even reinterpretation of the offer. If you want to connect with people you have to understand their culture and speak their language. If Smith Lumen is so successful across diverse markets it is mainly because we have a sensitivity to these differences.
- What is a prevalent concern in the packaging industry today?
One of the negative impacts of our modern consumer society is that a large part of what we throw away is organic. Up to 30 percent of the food we produce is thrown away. There must be a balance between product preservation, especially with food, and saving on packaging. Even with renewable packaging, if the product inside is not bought or preserved in an appealing way, it only contributes to this problem.
- How can packaging companies be more ecologically responsible?
Sustainability is an important issue both from an environmental and business standpoint. Making processes more efficient saves money and increases profit, as well as reduces the amount of materials used, resulting in the production of less waste. New, more efficient packaging systems are being developed all the time and who knows what is in store for us in the future? The concept of sustainability is not just ecological; it is social. It means respecting and caring about society, employees and consumers.
About the EuroPack Summit 2015
The EuroPack Summit is a premium forum bringing together the leading packaging professionals with the most renowned leaders in the provision of services, technology and information to executives. Taking place at Le Meridien Beach Plaza, Monte Carlo, Monaco, 21 - 22 September 2015, the Summit includes presentations on challenging design and material fundamentals, increasing the added value of packaging, developing packaging design with diverse demographic market appeal, and sustainable packaging practices.
For more information please send an email to press@marcusevanscy.com or visit the event website at www.europacksummit.com/DrewSmithInterview
Please note that the Summit is a closed business event and the number of participants strictly limited.
About Smith Lumen
Smith Lumen is a leading independent creative agency based in the heart of Milan's design district. Over the past decade we have completed almost 4,000 projects for over 350 brands in 25 countries for clients that range from small startups to multinationals. We specialize in helping companies develop and transform brands to build long lasting relationships with their consumers. What makes us different is our cultural diversity and the passion for what we do. www.smithlumen.com.
Contact:Luzdary Hammad
Press Manager, marcus evans, Summits Division
Tel: +357 22 849 285
Email: press@marcusevanscy.com
Source: marcus evans Summits
Sectors: Daily Finance, Daily News
Copyright ©2024 ACN Newswire. All rights reserved. A division of Asia Corporate News Network. |
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