“Do not send me a mass message. Listen to me. I am unique.”
We have been posting several KDM Blogs lately about customization at the point-of-purchase; why it is important in helping to stand out at the shelf, for making a connection with your target audience, and how some retailers and consumer brands are executing successfully. Like Coca-Cola’s Share a Coke campaign and New Balance 574 shoes at Foot Locker. Brand packaging is no different, as was discussed in great detail in the webinar “Digital by Design”, part of the Package Design webinar series sponsored by KDM this past month. This webinar featured guest speakers Rob Wallace, Managing Partner of Wallace Church & Co., and Melody Nealon, Lead Designer of AMES International Inc. for Emily Chocolates.
“Brands need consumers”, says Rob Wallace. He spoke about the need for Hyper Customization for brands to succeed at the point of purchase. The Share a Coke campaign generated a