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brand of champions
Michael Phelps is going to appear on Kellogg’s Corn Flakes and Frosted Flakes cereal boxes. Apparently Phelps passed on posing on Wheaties boxes where he has appeared before, so says US Magazine (not...
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brown bagging
Brandweek’s cover story this week, Brown Bagging It Becomes Fashionable, reports on food consumer packaged goods (CPG) brands like Kraft, Campbell, ConAgra, etc. These brands have recognized the brown...
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wrap rage
Amazon has launched a new initiative I’m just thrilled about. The initiative, “Frustration-Free Packaging,” is “designed to make it easier for customers to liberate products from their packages.”...
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brands, generic-style
I’ve noticed something lately — name brand food packaged goods are changing their brand visual identities to what seems to me to be a more generic brand look. Following the...
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love the moosejaw madness
When I worked as a consumer research analyst for Spiegel catalogs (my first job out of college!), we used to talk about the three critical points in a customer’s experience with our brand: the point...
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redesigns that matter
Trolling through recent news from Packaging Digest, I noticed the juxtaposition of two stories that make a great point. The first story was about a packaging re-design undertaken by Wonder Bread. The...
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what your underwear says about you
My Patagonia catalog arrived in the mail today and I was reminded once again of all the things the Patagonia brand does that don’t seem to make sense — but they do. The catalog’s inside cover spread,...
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innovative brand engagement
Two of my favorite brands recently introduced innovations that brought me such delight, I was prompted to think about what was so remarkable about them. What was it about them that not only delivered a...
View Articlecostco vs tiffany
brand as business bit: The power of distinctive brand positionings jumped off the page of a recent BusinessWeek write-up about Costco getting sued by Tiffany & Co. for selling “Tiffany” diamond...
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