Alternative marketing thinking

iCONTRACT

Four Truths of Packaging

A.G. Lafley, chairman and CEO of Procter & Gamble, presents a unique way of looking at packaging when he eloquently talks about brands winning at two crucial “moments of truth.” The first moment occurs at the store shelf, when a consumer decides to buy one brand or another. The second occurs at home, when the consumer uses the brand and is delighted – or isn’t. Peter Clarke, writing on the Dieline blog makes it four; with a holistic approach that considers the planet and the business. The first moment: Does the consumer buy it? The second: Does the consumer want to buy it again? The third: Does it harm the planet? The fourth: Is it profitable for the business? Calling the first moment of truth the “presentation” phase of the brand, Peter writes: for a package to be effective at this phase, it must “pop” at shelf, differentiate itself from other offerings and create appeal.
Read the article on the Dieline Blog

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