Using the Power of Packaging to Connect with Consumers
Too many brands are missing an opportunity to leverage the power of packaging to connect with consumers and reinforce or even define their brand. And, since packaging is the very essence of a brand brought to life – the one tangible that consumers will see on shelves, and potentially touch, read and interact with (vs. other types of communications that may or may not reach them) – that’s a huge miss. Leading brands invest extensively in research and design to develop breakthrough packaging, yet given the degree of subjectivity inherent in the R&D process, the final package doesn’t always accurately reflect the brand.
HAVI Global Solutions has a proven methodology to ensure that there’s a “match†between consumer expectations and brand essence as expressed through packing. This webinar will share three critical steps in the process: 1) Rethinking Packaging Design, 2) The Brand DNA Solution, and 3) Differentiators That Enable Consumer-Driven Package Design.
We understand consumer-generated packaging perception data and have a proprietary process that pairs brand elements with packaging attributes. These components enable companies to develop more meaningful expressions of their brand on-shelf while minimizing the risk involved in packaging design decisions.
By following these processes you can deliver grounded guidance for the development, design, and execution of powerful packaging. With the assistance of leveraging consumer-driven packaging design, packaging will become the vital crux to deliver differentiated, consumer-driven, brand enabled packaging.
Presented by
Jill Ahern,
Senior Director, Consulting Services, HAVI Global Solutions
Jill Ahern is Senior Director, Consulting at Packaging Technology Integrated Solutions (PTIS), a division of HAVI Global Solutions.
Jill brings more than 18 years of experience directing complex business initiatives including product launches, business development teams, corporate events, and joint ventures. She is a collaborative leader focused on strategic & business impact and brand-building initiatives. Since joining PTIS in 2010, Jill has provided leadership to practice management and key client programs, particularly in the consulting areas of market & consumer insight, innovation, and packaging strategy. In her current role, she leads development of PTIS consumer & customer insights platforms, develops and guides packaging research methodologies, supports thought leadership on consumer trends & drivers, and provides client program leadership.
Prior to joining PTIS, she was Principal of Promentum, LLC, a business strategy and implementation consulting firm, and co-founder of InnovationU, an intensive leadership course for developing behaviors and cultures of innovation. Prior positions include Strategic Development Officer at VerticalXchange where she launched and led numerous successful business-to-business trade ventures in diverse industries including food & beverage, cosmetics, discrete manufacturing and consumer packaging.
Throughout her career, Jill has directed over 30 regional, national and international trade events and served a diverse client list including more than one hundred Fortune 100 & 500 companies, non-profit organizations, governmental agencies, publishing companies and entrepreneurs, and has contributed widely to industry and trade articles. She holds a B.A. in Psychology from the University of Minnesota, and a M.B.A. from the U of MN Carlson School of Management.
