Simon Thorneycroft is founder of Perspective: Branding. With years in multiple roles at Landor, he brings a global perspective to powerful brands including: Pepsico, Mike’s Hard Lemonade, Mission Foods, Wise Snacks, Whitewave Foods, Kraft, Danone, United Biscuits, Nestlé, Royal Numico and Knorr. For more information, visit www.perspectivebranding.com
A recent Nielsen study in the U.K. reveals how a good packaging design remains a successful way to impact consumers’ decision making and, ultimately, product purchasing behavior. Remembering this is key when your marketing investment is pulled in different directions by new technologies and by social media increasingly vying for consumers’ time and money.
