Packaging to the Rescue

Spike Cramphorn

When consumers think of a brand they usually picture the package. Most marketers focus on its advertising.

Packaging to the Rescue

Spike Cramphorn add+impact

When consumers think of a brand they usually picture its packaging. Most marketers, in my experience, focus mostly on its advertising.

Both packaging and advertising affect brand perceptions. Yet most advertising pretesting is directed to whether the advertising will be noticed, and nonrejection of the advertising is equated with success. However, the potential longterm advertising effect on brand values is seldom considered, and the ongoing contribution of packaging is rarely tested at all.

In a recent study we examined the contribution of the current advertising to a brand's health and...

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