Strategies & Insights

Forty years ago, the "You're in the Pepsi Generation" advertising campaign was revolutionary in its forward-thinking approach to consumer branding. Today, PepsiCo and Arnell Group are embarking on another...
  Strong brands can transcend their competitors to become category icons. A handful of brands have the power to become cultural icons. Taking this a step further, brand identities that have strong icons become more...
The hot MTV program "Pimp My Ride" is a prime example of how a cultural value of today's consumer speaks to customization. Customization is not a new concept but one that has reappeared with a vengeance in so...
 As the retail market becomes increasingly competitive, packaging for consumer products must be more than convenient and functional—it must also instantly convey a brand's personality. Metal packaging...
Over the last 15 years, there has been an explosion in the number of convenience stores, or konbini, in Japan. In urban locales as much as rural, more and more Japanese consumers are relying on these stores to fulfill all of...
The demanding challenges of today's changing retail landscapes require package designers to predict consumers' wants and needs. In effect, to answer questions before they're asked by consumers. In this March...
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The MVK Holding Company founded the Grand Star Russia awards program to be a contest that recognizes Russian manufacturers and suppliers and draws the attention of organizations and businesses to the great progress of Russia...
 I am an optimist by nature, but living in Minnesota for 41 years has taught me two things: the unpredictable power of weather, and the need to be prepared for anything. Rapid and seemingly inexplicable market changes...
In recent decades, there has been a steady increase in the development of free trade agreements in all regions of the world. Products once produced for domestic markets must now be able to compete in international markets...
Our cover story on the award-winning packaging from private label powerhouse Safeway is a remarkable story of what happens when you blend multiple talent pools together. Congratulations to the teams of professionals that are...

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