Actions for marketers
Affinnova warns in its report, which you can download here, that established category leaders face a threat from new brands that more effectively communicate value and differentiation through packaging. Here are its recommendations for marketers:
- Evaluate packaging design on a regular basis: Recognise that consumer perceptions of your brand change relative to every packaging tweak by competitors.
- Allocate more resource to design – Affinnova says studies show packaging investments can yield 50 times the return that advertising gives, but is traditionally an afterthought.
- Evaluate designs in a competitive context: Evaluate potential packaging against that of competitors to understand if your design will increase or decrease share.