John Shaw has led teams from start-up to Fortune 1, including roles as Vice President of Exclusive Brands (Private Label) at Whole Foods, Chief Merchant at Farmstead, and leading fresh legacy initiatives at Walmart over sourcing, strategy, and category management. He has a passion for this industry and was generous with useful tips and insights.
The word “brand” can be confusing. Besides being valuable intellectual property comprised of a unique tradename, logo, color palate, fonts, and other graphic design imagery, a brand is a marketing tool that helps your customers, employees and other stakeholders identify and remember your products or business.
“Today, we have easy access to affordable tools that give us near-immediate data about consumer preferences to drive engagement. When tied to marketing and storytelling fundamentals, the insights we gain from studying the data always leads to growth and success at retail.”
A packaging audit eliminates guesswork in your products’ packaging success. According to recent research, the design of a product’s packaging influences consumers’ (72%) purchase decisions when selecting which products to buy so it’s critical to get your packaging right.
What’s outside sells what’s inside. Your packaging is as important as what’s on the inside; strategic packaging supports a successful experience for you, your retailers, and your consumers. Hit the high points with the three “Ps”—a clever way to remember the most important goals of your food and beverage packaging.