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FLEXO Magazine : November 2013
indUSTrY indICATOrS ELIMINATOR Introducing a New Standard of Label Metering Excellence • eliminates basic print defects including UV spitting • superior wear resistance • low friction against anilox • NEW AF TIP reduces break-in time • new alloyed material + dimension ...developed to meet the challenges of today’s high performance press room. R TM Printing Doctor Blades FLXON IS THE EXCLUSIVE DISTRIBUTOR IN CANADA - USA - MEXICO FOR +1.704.844-2434 www.flxon.com Performance Through Quality ELIMINATOR Introducing a New Standard of Label Metering Excellence • eliminates basic print defects including UV spitting • superior wear resistance • low friction against anilox • NEW AF TIP reduces break-in time • new alloyed material + dimension ...developed to meet the challenges of today’s high performance press room. R TM Printing Doctor Blades FLXON IS THE EXCLUSIVE DISTRIBUTOR IN CANADA - USA - MEXICO FOR +1.704.844-2434 www.flxon.com Performance Through Quality brand Strength & Packaging Visual Dimension, Color & Quality Preservation Drive recognition Differentiation is the name of the packaging game, according to a white paper from Smithers Pira. Titled Brand Strength and Packaging and serving as a sum- mary of findings in a market report of the same name, it spells out the key qualities and characteristics brands should strive for in designing and implementing their packaging strategies. Figure 1: Packaging Performance Scorecard Top 10 Packaging Performance Attributes 1 Recognizable 9.1 2 Brand Color(s) 8.9 3 Preservation of Quality 8.9 4 Appeal to Target Consumer 8.9 5 Product Protection 8.7 6 Shelf Stand-Out 8.6 7 Quality Image 8.5 8 Ease of Use 8.4 9 Relevant 8.3 10 Recyclable 8.0 Source: Pira International Ltd. “Fifty years ago, consumer goods markets were relatively new and homogenous, so getting noticed was less challeng- ing for a brand,” the paper explains. “ T he two golden rules employed for packaging were: It must be consistent and the logo must be clearly represented on the pack front. These rules are equally valid today, but fail to reflect the degree of sophistication that has evolved in branding. ” Today ’s consumer goods markets, the paper argues, are characterized by a few common traits which make the mis- sion of differentiation—“ the ability of a brand to transcend its category and competitors, and do what its positioning dictates” —both more important and more difficult: • Fragmentation • Fully Matured • Over-Saturation • Increasingly Commoditized Because packaging is the closest a brand can get to reach- ing consumers, its importance as an advertising medium is growing. If a product’s packaging is strong enough, it can become its defining trait; the paper cites Coca-Cola’s iconic red coloring and script font as an example that leaves a last- ing impression. The added resources of a large brand may allow for big- ger campaigns, but, according to the paper, “true packag- ing innovation tends to be led by smaller companies that are prepared to target a tightly defined market with a highly imaginative concept, designed to provoke an extreme emotional response (love or hate).” Because larger brands will tend to “renovate” or make marginal changes to existing packaging, they require a clean break and “fundamental change in corporate culture” to achieve true differentiation. Marketing and packaging divisions need to be on the same page; a disconnect between them can hamstring a poten- tially successful campaign. brAnd STrengTH “T he potency of a brand in comparison to the competition,” is how the report defines brand strength. “ It is the engine be- hind long-term growth and relates to a brand’s future value, rather than its past value.” Packaging and how consumers perceive it play an important role in creating and maintaining brand strength. There are several qualities powerful packag- ing should aspire to: • Differential Assessed within brand tracking A positive differentiator can be any of these character- istics, or several • Ethical Consider reducing the packaging’s carbon dioxide footprint and keep this goal in mind as development is underway Using sustainable packaging will play an increasing role in building brand trust • Financial The synergy of the multi-functions of packaging perfor- mance supports premium pricing Taking ownership reinforces a brand’s strength and consequently long-term profitability • Functional Passing quality tests A consumer-minded focus on functionality that builds with the relationship Usability will grow in importance as a positive differen- tiator • Visual Measured by brand managers FIVE QUALITIES OF GOOD PACKAGING • Differential • Ethical • Financial • Functional • Visual 18 FLeXO NOVEMbEr 2013 www.flexography.org