Elinor Selame

Elinor
Selame
Articles
BY DESIGN 
Woe to the American peanut butter manufacturer that marketed its product in Ma-laysia in green containers. In that country, green is associated with disease,
BY DESIGN 
One issue that sparks great debate is brand extensions. While many classically trained product/brand managers argue that extensions dilute brand equity,
BY DESIGN 
Choosing the colors to be used in packaging has always been an important part of creating the right brand image. Today, however, brand marketers have
BY DESIGN 
Selecting a name for a brand demands the same care and attention as choosing a name for a child. Just as parents wouldn't dream of calling their child
BY DESIGN 
What began as a minor ambush has emerged as a full-scale war as private labels battle national brands for market share. One of the key weapons in the
BY DESIGN 
Time was that Sunkist oranges, Dole pineapples and Chiquita bananas were the only branded items in the produce aisle. But those days are gone. Today the
BY DESIGN 
Once the brand to beat, your triple-chocolate fudge peanut butter cookies are now experiencing stale sales. You know that the problem lies not in the
BY DESIGN 
When it comes to the environment, packaging has a bad rep. For some, the ultimate earth-friendly package is no package. And yet, packaging reduces product
BY DESIGN 
Like the woman who wears red to a party where everyone else is dressed in black, the package that dares to be different gets noticed. Most products begin
BY DESIGN 
So small has our world become that we barely blink at the thought of African tribesmen quaffing Coca-Cola, Japanese businessmen shaving with Gillette
BY DESIGN 
Ginger and Fred. Desi and Lucy. Laurel and Hardy. Individually, each was brilliant. Paired with one another, their talents took on a new dimension.This
CAN YOU PROTECT YOUR TRADE DRESS? 
It's 95 degrees and you'd trade your bathing suit for a Coca-Cola. So you pop into a store and search among the rows of beverages until you find that
BY DESIGN 
Competing in the marketplace is like competing in sports. You have to master the fundamentals of the game before you can expect to win. It follows that

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