The Whole “Brand” Picture

Suppose your product is sustainable.  That is, your product may be 100% organic, natural, holistic, fair trade, recycled, compostable, or embodies some über-sustainable attribute.  And, your sustainable product is perfectly designed for the needs of a booming sustainably-minded consumer market.

It seems you’re ready to grow sales in the sustainable marketplace.  Wait!  A rather important checkpoint remains.  Is the packaging aligned with the sustainable brand promise? If not, there may be good reason for pause and avoid a potential marketing misstep which could cost much more than your brand reputation.

The sustainable market is growing rapidly.  … Read More