Here comes my third book! Buy it and you will learn more about packaging and communication. Some of my more interesting articles on www.packagingsense.com have been improved with new illustrations and given the selling title “WHO sells WHAT to WHOM”, but also WHEN, WHERE and WHY which is Marketing in a nutshell! I also hope you will agree that the designer, Alexia Armbruster at ARD Design Studio in Vevey did a great job! Enjoy!
Now, let’s dissecate WHO sells WHAT to WHOM…
WHO: … branding, identity, creativity, icons, positioning, synergy, etc.
WHAT: … appetite appeal, USP, loaded words, illustrations, etc.
WHOM: … targeting, humour, rituals, demographics, etc.
WHEN: … special editions, on the go, etc.
WHERE: … supermarkets, display units, call-to-action, online vs offline, shop in the shop, etc
WHY: … Maslow’s hierarchy of needs, design attractiveness, local vs global, underpromise, but overdeliver, emotion, etc.
X X X
You’ll find all of this in the book, but a better way to learn about it is to invite me to give you a two-hour lecture in marketing communication!