Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

A vision for the future

Veteran branding experts say the packages that will have staying power will be rooted in solid consumer research and precise targeting rather than on passing fads.

Pw 11138 Book Cover

The sacred pillars of marketing long have been summed up in the four “Ps”—product, price, place, and promotion. Current thinking in marketing circles, however, adds two more Ps—positioning and packaging.

Both will increase in importance over the next decade, say Herbert Meyers and Richard Gerstman, “because we anticipate that shopping will experience revolutionary changes resulting from limitless conceptual opportunities for making the shopping environment more exciting.”

The authors outline how and why in The Visionary Package, and as decades-long thought-leaders in branding and package design, both know their subject matter well. Meyers is the retired founding managing partner of Gerstman+Meyers (now Interbrand), a brand identity and design consultancy that serves Fortune 500 clients worldwide. Gerstman is chairman of Interbrand U.S. and founding managing partner of Gerstman+Meyers.

Consider the advent of single-serve yogurt cups and bottled water, or the apothecary-like shape of the Absolut Vodka bottle. “What makes these packages visionary is that, being based on solid marketing criteria and precisely targeted positioning instead of on marketers’ or designers’ whims or current popular trends, they have withstood the flow of time, even when modified repeatedly, to adhere to the changes in market conditions,” the authors state.

Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
Take me there
Conveying Innovations Report
Is your palletizing solution leaving money on the floor?
Discover which palletizing technology—robotic, conventional, or hybrid—will maximize your packaging line efficiency while minimizing long-term costs in this comprehensive analysis.
Read More
Is your palletizing solution leaving money on the floor?