PACKAGE INNOVATION STAYING POWER: HOW TO OUTLAST TODAY'S TRENDS.
- Resource Type
- Article
- Authors
- Miller, Ken; Warner, Jim
- Source
- Brand Packaging; Jan2007, Vol. 11 Issue 1, p38-42, 3p, 3 Color Photographs
- Subject
- PACKAGING
TRENDS
MARKETING management
PRODUCT management
CONSUMER preferences
CONSUMER behavior
RETAIL industry
- Language
- ISSN
- 15583570
The article discusses how to deal with package innovation trends. The author asserts that marketers should seek to identify more fundamental shifts rather than focus on trends that are worth pursuing. He explains that shifts, unlike trends, indicate profound changes in attitude and behavior that come from somewhere real and something enduring. He offers tips on how to distinguish a trend from a shift.