All in Digital Transformation
At the CMO Summit, senior marketers shared case studies, best practices and inspired each other (mostly with amazing, creative images to make each other jealous). We received presentations from brands with deep legacies like Levi’s, Clorox and Kimpton Hotels and also from famous start-ups-turned-dominators like Uber, Amazon and Adobe.
This discussion centered around technology’s role within the classroom, instant gratification for students and consumers, recent examples of poor packaging design communication and the impact e-commerce has on product packaging – how it may shape the future of packaging.
As CES wrapped up last month, and visions of all sorts of Intelligent products swim in the heads of marketers and consumers, I feel the need to reflect. Packaging needs to catch up to the rest of the 21st century and undergo its own digital transformation. But is brand packaging really ready to leverage the capabilities of a smartphone?
Is it possible to cross an ocean, fly to the moon? Sure, if you utilize the right technology.
Is it possible to travel through time? In some ways, yes, with the right technology.
Is it possible for packaging changes to take 10 days versus 198? Possibly, if you use the right technology.
In all aspects of life, transparency is important in establishing trust. People feel secure when they have ready access to how products are made or see how contracted services are performed.
Consumers are increasingly concerned about their health and the products they use. Food and beverages with simplified labels, easy-to-read ingredients and clear windows have gained popularity as consumers demand more information to prove that products are exactly what they claim to be.
Editor-in-Chief, Danielle Sauvé provides her latest thoughts on the news in the packaging and design realm in this edition of Pack Snacks.
Imagine, as a consumer packaged goods marketer: in just a few minutes you’re gathering data and insights on brand health across your organization from departments such as packaging, marketing, sales and design and also from key partners such as packaging manufacturers, logistics, retailers and even consumers. If you had access to all of that knowledge, how would that impact your overall decision making for the business?
As students continue to enroll in RIT’s packaging program, Diaz has noticed changes not only in his student’s interests within the packaging realm but also the connection between designers and packaging engineers in terms of technology and software. This interview dives further into what students are currently learning, trends within packaging and what challenges consumer packaged goods companies are facing.
A Q&A interview with Joakim Weidemanis, Vice President & Group Executive for Danaher’s Product Identification Platform, in which he discusses the platform, its structure, goals and benefits to both brands and the packaging industry.
In many Consumer Packaged Goods (CPGs) companies, packaging is suffering from an identity crisis. Is packaging a cost, relegated to an operational or supply chain expense, or is it a revenue driver, better situated within marketing?
The duality of a package is apparent to any observer. Consumers find marketing messages in the form of...
Many consumer packaged goods (CPG) companies have yet to understand the importance that the entire packaging value chain has on their overall route-to-market and do not consider packaging digitization as a core business priority. However, if they advance their packaging processes, adopt digital technologies, automate them and connect them with suppliers (and even consumers), they will see realize increasing benefits. These benefits include increased executive support, cost control, risk mitigation, responsiveness, quality, and transparency.
Danaher’s Product Identification Platform of companies Pantone, Esko, MediaBeacon, X-Rite, AVT, Videojet and Laetus along with the CMO Council conducted the following study, “The Responsiveness Requirement: How Agile Marketers Act on Consumer Feedback to Drive Growth”. The study surveyed senior marketing leaders across customer-obsessed industries like consumer packaged goods, health, beauty and manufacturing to better understand how brands are meeting and exceeding expectations for responsiveness and action.
The moment we realize the size of the gap between our current abilities and our future dreams can be both devastating and motivating.
Until now, the main role of packaging has been to protect and preserve the product, secondarily to convey product and marketing information to the shopper.
Hubspot is famous for its incredible growth story via inbound and digital marketing. In this interview we explore mildly existential questions about physical brand experiences with Hubspot’s Chief Marketing Officer: How does a highly successful, highly digital company feel about physical brand experiences? Do they think about physical experiences at all?
I click and am instantly transported to another place. I touch the screen and it responds.
Digital media have provided brands with addictive ways to give consumers the information and experiences they crave. But the high levels of responsiveness they enjoy online have set expectations for the same speed across all touchpoints...
We are at an intersection of the digital and physical world and coordination at this intersection becomes increasingly difficult. With the development of digitization in every aspect of society, customers have grown accustomed to the Amazons and Apples of the world: seeking instant gratification with personalized marketing, same-day delivery and global product consistency.
When shopping for glasses, shampoo or even just a quick snack, I choose products and brands I can identify with. Sometimes I like the color or design of the packaging, the product’s new flavor intrigues me, or the brand’s values align with mine.
Today we launched our latest trends book, 2018 Packaging Trends with commentary from senior leadership at Pantone, X-Rite, Esko, AVT, Videojet, Laetus and Danaher.
Chief marketing officers know their roles aren't what their bosses were 10 years ago, or even five. The role definition is blurring, and many heads of marketing, historically tasked with growing revenue, now also function as chief margin officers, chief marketing technology officers, chief innovation officers and chief customer officers.
“Long-term consistency trumps short-term intensity,” said a pretty intense guy named Bruce Lee. In the past decade, I have seen FMCG brands put vast resources into digital, but this intensity hasn’t consistently produced bottom-line results. In fact, I see disconnects emerging...