Like it or not, consumers constantly scrutinize your brand, and a lot of this scrutiny happens at the store shelf. So pay attention, perfect, and continue to reinvent your brand through great packaging. Avoid the inevitable—packaging “wear-out.”

Pre-emptive action requires long-term strategic planning. Understanding your category, the needs of your consumer, and the competitive environment holistically are key to rethinking your approach to packaging. Strategic thinking upstream will enable you to evolve, refresh, and reinvent your brand downstream. This ensures that both your brand and your packaging stay competitive and fresh in the mind of the consumer.

Factors that signal the need to change your packaging strategy are often a complex mix of market trends, shelf placement, brand positioning, and market influences. What are some of the indicators driving this decision?

There are a few obvious events, such as when the balance of power changes at the shelf, forecasts falter, or sales decline and it is time to take corrective action.

You need to drill deeper. Ask yourself question: “How well do I know my consumer?” You must understand how your consumer selects, purchases, and uses your product.

Combining an effective research program with a creative exploration process enables a flexible and relevant process for enhancing your packaging. Consumers often become the key creative enabler. The research should allow the consumer to think creatively.

The best way to start is with an audit. An audit delivers an immediate, forward-thinking strategy, with quantified results and a projected return on investment to determine which areas to tackle first. It will identify inefficiencies, improve time to market, conduct improved materials research, and streamline the overall process. It will penetrate the very fabric of your brand.

Click here for the complete text of this article. Contact Dennis Furniss at 773/533-2474 or dennis@brandscope.com.

--By Dennis Furniss, VP Creative & Strategy at BrandScope, Chicago