The subtle power of clever packaging copy (plus lots of brand voice examples)
procopywriters.co.uk
The subtle power of clever packaging copy (plus lots of brand voice examples)
I often think and write about the importance of “world building” in today’s mixed-media reality: Brands have more control than ever over where and how consumers experience their point of view, from digital feeds and properties to packaging design and retail merchandising. And with that comes many new opportunities to build emotional texture.
Dan Frommer • The Scott Sternberg guide to building emotional brands
Great brand lines are hard to make and easy to break
greatbrandlines.co
The most powerful brands don't just deliver solutions; they inspire us to see the world differently. These brands, on the cutting edge of culture, craft immersive experiences that meet aspirational needs and introduce new ideas about the world. They get there by creating expansive narratives that leverage a wide range of tools and mediums. (ZJ)
Thomas Hine’s 1995 book, Total Package, which chronicles the history of consumer packaged goods, described the things that house the products we buy as “persuasive containers”—boxes and jugs and jars designed not just to safeguard their contents but to produce particular behaviors in the people who encounter them. The consumer system puts forth a c... See more
What Goes into the Packaging?