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Archive for category: Brands & Markets

BRANDS & MARKETS: Consumers, Brands, Brand Owners, Marketing, Markets, Consumer Research, Studies, Reports relating to cartons and cartonboard.

Digital is out?!

29 August 2012

Anyone using the word "digital" today could be regarded as being a yesterday person. Digital has become normality. Digital is the "New Normality" which is what Peter Hinssen tells us in his new book "The New Normal". And this has far-reaching consequences for our entire business system. Roland Rex, President of Pro Carton, remarks: "Packaging is taking on new tasks in the dialogue with consumers. Using the various response mechanisms packaging is changing from a pure information to a dialogue medium, both at the point-of-sale and at home."

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Packaging: a medium with considerable power

12 July 2012

A recently completed study "Packaging: a medium with considerable power" compares the efficacy and reach of 23 communication channels. The study was commissioned by Pro Carton and FFI and conducted by Pointlogic International Media Consultants. For the first time there are actual numbers : cartons are not just packaging but a marketing instrument in its own right and an advertising channel same as TV, print or the Internet.

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Shoppers: the next generation

12 July 2012

At the 16th ECR Conference at the beginning of May in Brussels, top level experts from leading companies of the European retail trade and brand owners met. The three main topics were collaboration in the supply chain, the digital age and sustainable growth. The programme and contributions, together with numerous videos are well documented on the website ecreuropeforum.net. Pro Carton has selected some of the highlights for you.

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A plea for packaging

12 July 2012

Frank Rehme, Head of Innovation Services at Metro Systems GmbH, sees shopping experience as the key for the future of the stationary trade. He propagates the further development of the Shopper Experience and the emotional component of its central element: the packaging. Pro Carton interviewed him during the ECR Congress in Brussels.

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Toothpastes and dialogue

29 May 2012

For nearly two years now, all leading manufacturers of toothpaste have focused on using cartons again – not only in the premium range. They use the carton as medium for displaying image, brand and information content. Pro Carton has spoken to two of the leading brands.

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Packaging: a medium in the digital age

27 April 2012

The 9. Pro Carton Congress presented a fill of new knowledge: packaging is gaining even more importance in the digital age. Customers want to see the packaging – even if they buy via the Internet – and feel it! And nearly everyone with a smartphone wants to scan information on the product. The offer behind the scanned varies, depending on the business sector and the product. But a good campaign can increase sales significantly.

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Positive outlook

21 February 2012

Packaging made of cartonboard has excellent prospects for the future, says Roland Rex, President of Pro Carton, in an interview. And he has convincing arguments: recently cartons have amply demonstrated their innovation potential. For example, with regard to digital media. And cartonboard is virtually unbeatable in terms of utilising resources. We spoke to the President of Pro Carton in February on the markets and the future, the supply chain and consumer expectations in 2012.

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International Pro Carton Congress – the Programme

30 January 2012

The programme for the International Pro Carton Congress has been finalised! Top European specialists will be presenting their experiences gained in different sectors under the heading "Packaging in a Digital World". The congress languages are English and German (with simultaneous translation). Please book online now and benefit from the early bird bonus!

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Scenario 2012

30 January 2012

One megatrend has dominated this decade: the digitalisation of marketing communications. At present many of the applications are still stand-alone, but they may well be linked in future. In addition to digitalisation, the other two major trends in 2012 will be: discounts and sustainability. A scenario for 2012 for the packaging industry, compiled by Pro Carton.

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2012 INTERNATIONAL PRO CARTON CONGRESS: Cartons in a New Dimension

21 December 2011

Under the title “Packaging in a Digital World,” the International Pro Carton Congress will perform a baseline study on the topic of packaging and digital media in Düsseldorf on 18 and 19 April 2012. With the aid of international examples, experts will show how successful marketing connects packaging with information and advertising. Registration is open immediately.

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Beyond the brand

30 November 2011

The second major congress of the Multisense Forum held on 16 November 2011 revealed a new marketing trend: brand promotion can increase its effect considerably if the brand is recognised intuitively – regardless of logo. All five senses should be incorporated into branding. One of the results: especially the tactile factors have so far been underestimated. An area where cartonboard packaging can certainly score points.

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The Origin of Brands

25 October 2011

Under the title "The History of Brands," Hans-Georg Böcher has undertaken in an opulently designed volume an excursion into the history of brand packaging. He shows that the development of brands is hardly conceivable without cartons. Even today it is the most important carrier of the brand message.

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