Desperately Seeking Innovation
By Barry Seelig We all desperately seek innovation and feel we need to have it to be on top. It is the buzzword marketers rely on for success. In this paper, the first in a series I am going to write on packaging innovation, I will present my take on innovation based on my 30 years in packaging design. I hope to inspire your response. Webster defines innovation as: ‘The introduction of something new: A new idea, method or device.’ Roget’s Thesaurus lists: original, novelty, introduction, and interestingly, non-imitation. If we look at it analytically, innovation falls into two camps. Innovation that is functional creates a better experience for the consumer or the industry by enhancing ease of use, handling, or dispensing; providing new materials; or improving filling or shipping. For example, food products such as Campbell’s Soup At Hand or Kellogg’s Drink and Crunch. Innovation that makes changes in image or style, I label emotional innovation. It results in distinction and differentiation, which influences the consumer’s perception, value proposition and ultimately acceptable price. Consider the retortable packs in Purina’s Beneful dog food line. There are also levels of innovation. It’s not always born after tons of research. Often it is initiated internally, comes from the obvious, or is a concept thats been around a while. Even a small change can have a large impact in the marketplace. Take for example the twist off metal caps on beer bottles. A barely visible technical innovation raised the standard of convenience and consumer expectation in the category. Any brand with a traditional ‘pry off’ cap is considered behind the times and faces an annoyed user. The reality is that defining innovation depends on your point of view. The marketer’s perspective and the consumer’s perspective are not always aligned. For the marketer, the goal of innovation is to: 1) Provide a new consumer benefit, 2) Sell more product, or 3) Improve profitability by reducing costs or increasing manufacturing or delivery efficiency. From the consumer’s vantage point, it makes my life more convenient, pleasant, easier, and/or makes me feel good. But if Roget cites Non-Imitation as innovation, is being me-too, following a trend, or cloning really innovation? What constitutes a success? The bottom line is it’s up to the consumer. An idea will score only if it is accepted by the consumer. A great concept can bomb and a mediocre one, if it hits with the consumer, can be a home run. And if it resonates with the consumer and the retailer and improves profitability, you’ve got a grand slam. That’s what I call innovation. But I prefer to spell it InnOvation because, to me, InnOvation yields the ultimate payoff: a round of applause from consumers, a standing Ovation. Industry guru Barry G. Seelig is trained as both a structural and graphic designer. He has spearheaded innovation in packaging and design for the food and beverage, health and beauty aids, and pharmaceutical industries, since 1986 as president and chief creative officer of New York based applebrandsource. He can be reached at bgs@applebrandsource.com Article Source: http://EzineArticles.com/?expert=Barry_Seelig http://EzineArticles.com/?Desperately-Seeking-Innovation&id=401627 long term pay day laons larger pay day loans with bad credit 24 7 cash advances cash advance arrested fraud
