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!
Mind The Gap: Don't Let Your Packaging Forecast Fall Short!
Packaging can be a game-changer at the “first moment of truth” and is the one marketing execution every one of your users will experience. After all, nobody reads a concept; your advertising – for those you can afford to reach – and ultimately the package must communicate the idea fully, with no major gaps, or there will be no sale.