Hardware Podcasts

150 - Packaging and brand design with some ancient philosophy w/Siena Dexter from Smashbrand

People of Packaging · 13 Sept 2022 · 30m

What this episode covers

Siena Dexter, Director of Strategy at Smashbrand, explains how her background in ancient history and social anthropology informs her approach to brand strategy and consumer communication. She details Smashbrand's data-driven methodology, which uses consumer testing to measure 'purchase intent' and optimize packaging design for retail shelf performance. The conversation highlights the risks of rebranding without consumer validation, citing a spirits brand that lost sales due to poor shelf recognition, and emphasizes the importance of 'packwords' and messaging hierarchy in capturing attention in a distracted retail environment.

Most relevant to

companies scaling up

Topics

Mentioned

Companies
Smashbrand
Products
Yucatan guacamole, Capri Sun
Also
University College London

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