The article is written by Ted Mininni, President of Design Force, Inc., USA

Packaging has to deliver the brand and deliver positive consumer experiences. It can’t do that or sell the product unless it tells the brand story. Brands, licensed or not, have equitable assets that must be leveraged. It’s important to delve deeply into these properties to uncover both overt and hidden values to deliver the essence of the property.

The article is written by Ted Mininni, the President of Design Force, Inc., USA

I wrote and published an article once with the title: “Advertising is Dead. Long Live Packaging”. Since POPSOP brought this up in my recent interview with them, I thought it worth discussing. While the title of the article is a bit of an exaggeration for the sake of grabbing attention, there’s more than a kernel of truth to it. With increasingly fragmented audiences and more consumers tuning out conventional advertising than ever, the whole proposition needs rethinking.

The article is written by Ted Mininni, President of Design Force Inc, USA

Marketers know how to trigger children’s emotions; how to trip the “have to have it” switch on. One of the best, often-sought ways to endear brands to children is the use of licensed characters on kids’ products. Yet this isn’t always a success. If anything, it can be a hit or miss proposition.

You are welcome to share your thoughts on this article written by Ted Mininni, President of Design Force Inc, USA

Marketers have increasingly directed their messaging at children. Even for adult brands. Getting kids to endorse specific brands of cars, food and beverages as well as other consumer products has borne fruit. Kids have more influence than ever over the brands their parents purchase for them, and they have an increasing say over all family purchases in general.