Link brand believability, belonging, and packaging

摘要

Packaging supports a brand's belief system. At a recent conference called Proof: Market Research and Strategy Development for Package Design, Patrick Hanlon, founder and CEO of Thinktopia , outlined packaging factors that brand stewards can follow to make their brands believable.rn1. All belief systems tell a story; create one for your brand.rn2. Belief systems begin with core principles. Packaging is the perfect vehicle for laying out your brand's creed.rn3. The vitality of a belief system stems from repeated i nteractions-rituals-betweenrna brand and its believers. In this scenario, packaging becomes a crucial touchpoint.rn3. "Icons" are effective tools for concentrations of meaning that capsulize your brand. They can leap off a package using any of the senses, such as with Pom Wonderful.rn4. Sacred words-special vocabularies with precious meanings-define those who believe in your brand. Packaging presents a sound billboard for presenting them.rn5. By understanding those who don't believe in your brand, you get a clear sense of those who do, helping you to build an architecture around your brand.rn6. Designate a leader.