Shelf Life Blog
Brand Stories From Worldwide Supermarkets
8th April 2014
People have better things to do than think about your brand. Marketing’s job is to change that, but in an over-supplied and ultra-competitive world, this is a constant challenge. The answer lies in... semiotics. In simple terms (saving us all going...
24th February 2014
In his recent blog Rob Drent made a very interesting case for the supermarket as an art gallery, with packaging as its exhibits. He extended the analogy to propose different types of art, from Old Masters to the Avant Garde; and to suggest that the...
24th October 2013
I was recently fortunate enough to be invited to attend market research with consumers in Indonesia and Vietnam. These are representative of each side of a well-known divide in attitudes between Far East societies, known as ‘Chopstick’ and ‘non-...
3rd September 2013
Here in Cyprus, a place I’ve been coming to for 20 years, the financial crisis is very real and visible. Nicosia’s main street, formerly lined with cool cafés and fashion boutiques, has ‘shut up shop’ and the centre of activity has moved to the old...
29th July 2013
Welcome to the latest Shelf Life, a smorgasbord of images from assorted categories of food and drink around Europe, with special guest country: Russia! The image here shows what you’re not allowed to bring in to a shopping mall in Moscow, though I...
13th May 2013
Continuing the theme of American packaging from the previous blog, this time we look at some other product categories and seek to distinguish universal from local cultural references, in deciding what sells from the shelf. The world already knows a...
17th April 2013
As the spiritual home of both branding and the supermarket (‘the natural habitat of the package’), it’s been a lot of fun to check out the state of play in American packaging design. Design in general tends to reflect both cultural norms and...
27th February 2013
Recently I read one of the (buzzword approaching) go-to books in Marketing right now - Professor Byron Sharp’s ‘how brands grow - what marketers don’t know’. I was so impressed that I’ve been giving away copies to clients, often finding that they...
1st February 2013
Last time we looked at appetite appeal in food packs, but what’s the equivalent for drinks? Refreshment, of course, but what exactly does that look like? And how can you brand it, thus refreshing the parts (of the consumer mind) that Private Label...
30th November 2012
Apologies for the rather long gap between this blog and the last. Over the past few months I’ve been doing a lot of writing for marketing publications, sharing practical knowledge built up on recent projects. I’ve already recycled opinion...
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