New Insights

Nobody Reads A Concept: Packaging Must Sell Your Idea!

Ever wonder why so many new products fail after so much effort getting the concept exactly right, and pairing it with a great product?  While some failures can be traced to missed consumer concerns or business plan flaws, many simply result from poor marketing execution, such as failing to effectively communicate the concept.  It does not matter how good a concept is if the consumer never gets it; nobody reads a concept before making a purchase decision!  ..


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