Discover your next big idea at PACK EXPO Las Vegas
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries. Click to learn more.

Five tactics for retaining equity in extensions

The key to successful brand extensions is determining that they are consistent with the brand’s values. Not from the marketing department’s point of view.

Pw 10919 Honey Bunches Cereal Ol

From the consumer’s point of view, assessed through research.

That insight comes from Ted Mininni, president and creative director at Design Force, a Marlton, NJ, design and brand strategy firm. Mininni tells Shelf Impact! that once the marketing department has effectively carried out this research, design can begin on the brand extension. The core equities of the brand and sub-brand—an extension of the parent brand but with its own visual identifiers—must be retained, using a visual system of segmentation. This can be done through one or more of the following five methods:

1. Color. Variations in color from package to package help distinguish one segment from another.

2. Architectural device. This is a common element engineered into the package design architecture that allows for a color, pattern, or textural change to distinguish one segment from another. An example of an excellent use of this technique is Post’s high-volume Honey Bunches of Oats cereal line.

3. Typography. A strong typographic segmentation system can work if it’s prominent on the packaging and works in conjunction with the brand and sub-brand.

4. Iconography. This technique can be quite effective in segmenting a product line. It is particularly prevalent in global packaging.

5. Package design architecture stylization. This tool differentiates segments that target specific demographic groups. Mattel uses it well in its classic Barbie line of dolls.

Read more about Mininni’s tactics at www.packworld.com/go/w158.

List: Digitalization Companies From PACK EXPO
Looking for CPG-focused digital transformation solutions? Download our editor-curated list from PACK EXPO featuring top companies offering warehouse management, ERP, digital twin, and MES software with supply chain visibility and analytics capabilities—all tailored specifically for CPG operations.
Download Now
List: Digitalization Companies From PACK EXPO
2024 PACK EXPO Innovations Reports
Exclusive access: Packaging World editor-curated reports revealing PACK EXPO's most groundbreaking technologies across food, healthcare, and machinery sectors. Each report features truly innovative solutions selected from hundreds of exhibitors by our expert team. Transform your operations with just one click.
Access Now
2024 PACK EXPO Innovations Reports