and Brand Initiatives
In order to grow a business, there is an ongoing need to
redefine and reinvigorate the brand image. The first step
is building a proper marketing strategy that will be the
foundation of the company’s marketing plan. An effective
plan can ultimately lead to an increase in sales, as well as
domination in the target market.
A marketing strategy starts by answering several critical
questions. Having an idea of what direction you want the
company to go in is essential to an effective strategy.
• Does your company and brand have a current
• When was the last time positive change was
implemented? What worked and what did not?
• How much growth has been realized in the last six
to12 months as a direct result of marketing efforts?
• What type of change would you like to see?
• What currently sets your company and brand apart
from the competition?
In building a marketing strategy, you must fully
understand the evolution of your company’s brand, how
it relates to the present and what it means for the future.
It is important to know what differentiates your company
and brand from the competition and what the equity
drivers are in your company and brand.
Remember that analyzing other parts of your business
will also be important to the entire process. Be sure
to review and understand your distribution strength
and strategy, top key accounts, key selling points,
sales strategy, marketing and promotional materials,
competitors’ tendencies, industry strengths/weaknesses,
and consumer buying trends and forecasts.
Once there is a solid understanding of where your
company and brand are positioned in the overall
marketplace, the next step is to find out how far to grow,
expand and stretch the brand. Collect data and use
the market research to reposition for what your brand
should stand. Remember, to retain current customers and
acquire new ones, it is imperative to have an effective and
successful brand repositioning strategy.
—Alyson Angotti, CEO, Sople Group, LLC,
18 Added Value
Luxe Pack New York 2010
The eighth edition of Luxe Pack New York, the luxury packaging
trade exhibition, will be held May 19–20, 2010, at The Altman
Building and Metropolitan Pavilion (135 W. 18th St., between
6th and 7th avenues). In order to make room for a few additional
exhibitors and to provide a more intimate setting for the
seminars, the presentations will take place on the lower level of
The Altman Building.
“Luxe Pack New York has proven itself year after year as
the important event for innovation in luxury packaging,” said
Nathalie Grosdidier, executive director, Luxe Pack New York.
“This year, as environmentally responsible packaging becomes
more and more important, and manufacturers produce a stronger
offer, we felt it was important to shine the spotlight on exhibitors’
green products with a special display called Luxury in Green.
Of course we’ll be announcing top level seminars soon, too.”
The two-day event will again include seminars and special
displays, designed to enhance the visitors’ experience.
“Designing for The New Reality,” conceptualized and moderated
by internationally renowned designer Marc Rosen with a panel
of experts, will be among the presentations.
“Luxe Pack in Green” will showcase environmentally
responsible packaging from exhibitors, gathered in one display.
As always, the FiFi nominees will also be presented as well as
student designs from Marc Rosen’s graduate packaging design
program at Pratt Institute.