Learning, Analysis and Insight
Determining Relevance and Developing Insight
Formulating the Product Persona
and the Package Promise
Differentiating Your Product & Package
Development and Design
Bringing Your Package to Life
LEARNING, ANALYSIS AND INSIGHT Determining Relevance and Developing Insight
Review the product and its distribution landscape.
Define current and potential customers/audiences.
Collect customer and prospect data as to the current attributes, aspirational attributes, and benefits of the product.
Review the competitive landscape.
Analyze the products’s strengths, weaknesses, opportunities and threats against the competitive set.
Establish positioning for the competitive set.
FORMULATING THE PRODUCT PERSONA & PACKAGE PROMISE Differentiating Your Product
Determine your products Positioning.
Develop the Positioning Statement and Package Promise.
Define the Product Values.
Define the Product Persona; establish the verbal and visual vocabulary for your product and package.
Define the Shopper Experience.
DEVELOPMENT & DESIGN Bringing Your Package to Life
Package Development and Design
Start from the Product Persona and Package Promise.
Explore various conceptual avenues with an eye on the final Positioning.
Refine the explorations, guided by the Product Persona, Package Promise and Positioning Statement.
Define the final conceptual direction.
Explore variations in graphic, color and typographic details.
Finalize design and production art.