(openPR) - Marlton, NJ-- Design Force Inc. proudly announces that an article and case study entitled: “Raising a Commodity to Star Status. Packaging that Helped Create Unique Brands”, written by the firm’s president, Ted Mininni, has just been published in the August issue of Brand Packaging magazine.
In the article, Mr. Mininni demonstrates how perceived commodities can be branded and packaged to achieve differentiated positioning in the marketplace. “Commodity products, or products that consumers view as commodities, present a unique challenge to brand marketers and design consultancies. The unique selling proposition, no matter how subtle, must be communicated if the brand and its products are to succeed and become category leaders. And in spite of perceived product parity, those brand assets that evoke an emotional response, particularly one of enjoyment in the customer, are most likely to succeed. Packaging that satisfies the consumer’s intellectual demands, as well as meeting specific emotional needs, helps to cement a satisfying relationship with the brand”.
Mr. Mininni goes on to demonstrate how two commodities, coffee and tea, can be branded and packaged successfully in an overcrowded marketplace. Two case studies are cited, Green Mountain Coffee Roasters and Tazo Tea, companies with unique visions that have led to clearly differentiated brands and packaging that refers back to those brands in a unique manner.
In the article, Mr. Mininni states that: “In fact, many small companies that have positioned themselves in commodity categories, against a great deal of competition, have used a differentiated brand vision, along with packaging that clearly demonstrates the uniqueness of that vision, to carve out a substantial niche for their brands and their products”.
For more information on Design Force’s proprietary process on branding and packaging products to elicit Enjoyment Assets™ and cement customer relationships as a result, please go to www.designforceinc.com.
To read the entire article, please go to www.brandpackaging.com and click on the August issue.
Design Force, Inc.
701C Route 73 South
Suite 123
Marlton Executive Park
Marlton, NJ 08053
Press Contact: Claire Ratushny
Design Management Resources, Inc.
P.O. Box 423
Thompson, CT 06277
USA
Phone: 860-423-0923
About Design Force
Design Force, Inc. is a metro New York based brand identity and package design consultancy to the global brand leaders in the toy & entertainment and food & beverage industries. Over their 16 year history, they've developed a brand expertise that helps their corporate clients gain a significant competitive advantage in their respective categories. They are deeply committed to building global brand leaders through strategic design.
To contact Design Force, please call 856.810.2277, or visit www.designforceinc.com
About Design Management Resources
Design Management Resources offers core consulting, strategic marketing and public relations, exclusively to design businesses. We also offer our clients great intangible assets that represent real value to them. Our management team has years of combined experience in business management, accounting, recruiting, purchasing, advertising, sales, marketing, PR, copywriting, Customer Relationship Management, and more.
Design Management Resources’ outsourced services to design firms put us in the position of delivering RESULTS. Our broad-based experience in the design industry and other major industry sectors puts us in a unique position. Continuous corporate research yields very valuable insights that enable us to assist design businesses with marketing strategies and PR in a unique way. Due to increased competitive pressures in the marketplace, globalization and economic challenges, this kind of information has enormous implications for the design business.
Design Management Resources’ thorough grasp of new business philosophies, sustainability and trends make our insights invaluable to our design firm clients.
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