BXP - June/July 2017 - 23

A D V E R T O R I A L

Consumers Want More & Better
Product Info from Brands
A new white paper outlines what brands must know about product
transparency, and why transparency is an opportunity, not a threat.
Consumers are demanding more product informa-

accomplished by technologies

tion than ever before. We know this anecdotally

like QR codes and RFID Tags,

from talking to friends and family members: many

which some brands resist owing to

of them follow special diets, and making a meal

design impact and added material

for people now means working around allergies to

expense. Now, brands also have

dairy, wheat, peanuts or soy products. This change

the option of using Digimarc

in health, lifestyle and social consciousness trans-

Barcode, a largely imperceptible

lates into more consumers wanting more informa-

code that permeates the surface of

tion about their food products than ever before.

packaging. Digimarc Barcode gives

Ninety-four percent of respondents in a

consumers the ability to scan the

recent Label Insight Food Revolution Study said

product with an enabled smart-

it is important that food brands are transparent

phone app, and then easily access

about a product's contents, and how it is made.

brand-owned and created content,

This expectation has fueled a number of "product

such as allergen information,

transparency" initiatives by industry and govern-

recipes, video content- whatever

ment entities.

the brand owner decides.

According to a new white paper by Digimarc,

The paper proposes a series

Product Transparency A to Z: What Every Brand

of steps for getting started with

Must Know, the traditional drives of consumer

digital transparency, and makes it

behavior, price and taste, are being upended by

clear a brand can begin no matter

a new generation of shoppers with a different

where they are. "And while a rich

expectation. Their concerns involve product prov-

variety of data and a robust digital

enance ("Where and how was my food grown?")

transparency effort is the ideal

along with questions about the foods' health and

way to get started, it's important

wellness benefits, its social impact, along with

brands do not delay on connected

concerns about safety and transparency itself.

packaging implementation just

"The demand for new types of information

because their efforts are still in the

is not confined to one age group, income bracket,

rundown on why the initiatives matter, what the

infancy stage," Digimarc writes. "In place of mobile

geographic area or gender, and represents a

implications are for organizations, as well as the

landing pages with recipes or how-to videos, there

true sea change in shopper behavior," Digimarc

relevant upcoming deadlines.

is nothing wrong with starting now, and sending

observes. "And brands that resist the movement

The paper also calls attention to the cluttered

toward product transparency may find themselves

state of packaging today, as brands try to fit more

adrift in the marketplace, and handicapped when

information on "real estate" that is already occu-

trying to adapt at a later date."

pied. Digimarc proposes "digital transparency" as

The paper provides details on product

a solution, which is a way for brands to leverage

visitors to a wide range of potential experiences."
You can access the full complimentary white
paper at www.digimarc.com/transparency

SEE MORE!

transparency regulations and initiatives such as

digital channels, namely websites and mobile apps,

Launch the free Digimarc Discover® app

updates to the Nutrition Facts Label, SmartLabel™

to address transparency in a comprehensive way.

(digimarc.com/app) and scan either im-

and the Genetically Modified Organisms (GMO)
bill. The Digimarc paper gives readers a thorough

Getting consumers from the package to a
content-rich mobile app has traditionally been

age above to view an infographic featuring
highlights from the white paper.


http://www.digimarc.com/transparency http://www.digimarc.com/app

Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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