One Plus One Equals Three? A New Way to Brand

While walking through your favorite market you may notice a popular new trend emerging. Consumer product companies have begun to pair familiar corresponding brands into one enhanced product. Consumer Product Goods companies are utilizing the strength of two popular products to not only build their brand and increase sales, but to ultimately build and strengthen strategic partnerships in the increasingly competitive consumer marketplace. Co-branding marries two consumer brand promises into one superbrand, allowing the marrying corporate initiatives for the good of the consumer. But from a B2B perspective, what’s good for the goose is also good for the gander! Co-branding not only increases profitability, but allows companies to create a new product without an excessive (and expensive) R&D process. The trend comes down to decreasing costs and increasing consumer appeal– in the end, everyone wins!SOURCE: Akron Beacon-Journal

The Sustainable Divide

The Washington Post recently published an article about Maryland-based Honest Tea. The company addresses sustainability from all angles, from company-purchased bicycles for employees to mulching unused tea leaves. But one area the company is still attempting to tackle is sustainability in packaging. In an attempt to make their packaging more sustainable, the company has switched from glass to PET bottles and, in some instances, a flexible pouch. This is a great example of the vast difference in sustainability definitions. While Honest Tea sees PET as more sustainable than glass, 360 Degree Vodka touts their product as more sustainable than others because of their glass packaging. This discrepancy marks a clear opportunity for the packaging industry to clearly define sustainability for the benefit of the industry, consumers and the earth.

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