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May 2010 - PS Insights

PACKAGING : WRAP IT IN A BOX

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Take a lesson from Tiffany’s: Don’t ignore the packaging. Everyone knows what that robin’s egg blue box means. It is luxury under the lid, beauty in a box. Can you say that about your own products? What distinctive characteristics does your brand offer that screams uniqueness and desirability? What’s in a name? A logo? A package? A slogan? A jingle? A color? You get the picture. Own something distinctive and compelling for your brand. It will get you wonderful marketing mileage well beyond your budget.