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A good 'harvesting' can create winning brands

Instead of working strictly from a packaging brief, Stuart Leslie, President of 4sight Inc., New York

Shelf Impact!

SI: What do you mean when you talk about “harvesting” a brand?

Leslie: It takes into consideration what the brand means to consumers, and what their needs are, including those that aren’t being met, and then delivering on it. With this understanding in hand, you develop branding and design concepts to meet consumer need states and find an appropriate cost of goods that matches the brand owner’s price and branding strategy.

SI: How do you accomplish this?

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