Consumer Product Companies are a high-pressure business. Audience attention spans—always a finite thing—are shortening with every new media trend. Brand loyalty is ever harder to win. The 60-second TV ad and the glossy magazine spread are being replaced by media that are shorter, more frequent, and more subliminal than ever. New products have it worse than established… Read more
Consumer brands should be iconic. Think about the curvy lines of Coca-Cola or the stylized fruit outline of Apple. Ideally, every consumer product design should call for a subconscious response. It’s true for advertising, of course. But it’s really important on the store shelf, where iconic packaging means greater sales. Seattle Chocolates is an innovative… Read more
Virtual Reality (or VR) is all around us. For decades, brand marketers have been using enhanced digital images, videos, animations, and voiceovers. They do it to persuade us to buy their products and keep buying them. VR persuades because it seems real—from the sexy model to the cool car doing amazing things. (“Dramatization. Do not… Read more
