“I never worry about action, but only inaction.” ~ Winston Churchill

“I never worry about action, but only inaction.” ~ Winston Churchill

There’s a simple, human reason why behaviors happen time and time again. We are creatures of habit and familiarity. It is much more comforting to keep hammering away at what we know than it is to stop, reappraise the problem and completely redesign the playbook.

Relentless speed and ubiquitous impatience have spawned an approach to strategy based on “not enough time”. The underpinning philosophy is that there are either not enough minutes in the day to do the thinking, or even if these can be found, the strategy will be outmoded by the time the company gets to implement it.

Does it do/have what it says on the box?

Your word is your brand. Or rather, if the words aren't right and your consumers depend on them for vital information, your brand will quickly find itself in the cross-hairs of regulators, activist groups and annoyed consumers. The recent case concerning the contents of herbal supplements is more than an argument over percentages; at its core lies a simple question that underpins consumer trust.

Does it do/have what it says on the box?

You can see this as a labeling issue – particularly where food is concerned. Even that soon evolves into an argument about detail, consumer knowledge and mandatory disclosure. It doesn't change the fact though that consumers expect to get what they pay for and there are brands that continue, wittingly or unwittingly, to short-change them. The halo effect of these actions carries through to everyone else in the sector.

Labelexpo Americas
to host specialized Packaging Masterclass

Pro Label

• Over 400 exhibitors
• 16 conference sessions
• 4 NEW feature areas: Inkjet Trail; Package Printing Workshop; Smart Mart; and Brand Engagement Through Packaging Workshop
• 100s of live demonstrations
Register today for Labelexpo Americas 2014 and benefit from the industry’s combined knowledge and experience. Discover secret innovations, build new relationships and grow your business.
Contact - labelexpo@cteusa.com — in Chicago, IL 2014