Effective brand extensions are extending category boundaries through holistic product and package combinations. Here are the critical steps for success, from brands that do it well.

By Jim George

If you’re creating a new brand to break into or create a new category, Heidi Caldwell, Vice President of Marketing and Strategic Development at Brand Engine, suggests the following eight steps.

Retailers are educating their customers with meaningful benefits about their brands. National brands focus too much on each other when they should be talking to consumers

By Jackie DeLise

In 2010, Shelf Impact! and international brand consultancy Dragon Rouge return with a new and improved version of our exclusive packaging innovation survey.

Some packages coming on the market boast innovative structures and bold graphic treatments that give brands the upper hand by helping to redefine a category.

By Eric Zeitoun

Shoppers’ spirits are being renewed and consumer confidence is beginning to mend.

Felix Lickin’s Cat Treats
(Country of origin: Germany)

Description: 50 g of chewy, chicken-flavored treats for cats come in a resealable pouch. Both the package and product work together in marketing the brand. The treats come in the shape of a chicken, and the blue-colored pouch resembles the shape of a paw.
Price: $1.41 in U.S. dollars