“Innovation isn't only about thinking differently, it's about behaving differently.” — Laura Jakobsen, VP of Integrated Brand Strategy at Hornall Anderson
Recently, over 300 professional CMOs and creative agency representatives from some of the top CPG brands gathered together at Brand Packaging's Packaging That Sells Conference in Chicago to celebrate insights and inspiration, and share real-world examples of packaging innovation. Our client, Aimee Johnson, VP of Strategic Coffee Initiatives at Starbucks, and I were excited to be invited as featured speakers at the event, where we examined how to use a brand as the master filter for insights, and to do it in a way that designs a change in consumer behavior. Enlisting the new Starbucks VIA? as a successful case study, we demonstrated how to sustain insights without diluting them in the development process, from ideation to execution. And how an established brand (including those with global presence) can successfully launch a new product (even a category-breaking product) without losing its core equities or brand values.
We were honored to be in the company of some great industry leaders throughout the two days of intense immersion into brand innovation. The conference also served as the platform for announcing Brand Packaging's top ten innovative packages of 2010, for which I was thrilled to learn included two of our projects: Starbucks VIA? and Frito-Lay Sunchips.