19 October 2017
by Julia Sotera, Director of Marketing Services
Food and beverage companies already invest considerable time and resources developing new formulations and packaging them in a way that hopefully will resonate with consumers. But sometimes, even tried-and-true marketing techniques aren’t enough to help a product that has fallen out of favor with consumers.

A proven methodology called “need states” offers a solid framework for understanding consumers’ desires and demands in the moments that matter most to them. The need states approach depends on becoming more empathetic and people-first. So, rather than offering only products that fit neatly in a certain category- or relying on the old belief that consumers will simply want something because it’s from a brand they recognize- today’s marketers are blurring the lines between categories to deliver what consumers really want and need.

Explore the full article in Brand Packaging here.

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