BXP - December 2017 - 17

T O R I A L

presentation with a discussion about how trends
inform brand innovation for "the now and next."
In a world that is changing more rapidly than
ever - socially, economically, and otherwise -
envisioning the values of the future consumer is
critical to the success of new products, services,
and platforms. The ability to mine cultural shifts
for meaningful opportunities can make or break a
brand, and frequently does.
Bryan illustrated this point with a few
memorable examples.
Back in 2000, Blockbuster passed up an
opportunity to purchase Netflix - now valued at
$33 billion - for $50 million, and effectively missed
the shift toward on-demand media.
Despite inventing the first digital camera in
1974, Kodak could not imagine a world in which
consumers would prefer to view a photograph on
a screen rather than in print. A hundred years of
photography expertise ultimately prevented them
from making the digital shift.
What do cases like these have in common?
"Unfortunately," said Bryan, "many brands are
overrun by an organization-wide philosophy of risk

ideas are allowed to grow.
By staging a safe space for incubation, we

over 160 years, and everyone loves to forget the
ubiquitous brown box. This unsung hero has carried

aversion. This, combined with a lack of urgency and

allow trends and insights to mature into real

our merchandise from factory to distribution

an inability to act upon opportunities, creates an

opportunities. "Consider brands that think like

center to store shelf for longer than anybody can

ecosystem completely stacked against success."

deer, and consider those with wolves - the

remember. Nowadays, with e-commerce moving

confident agents of change. I'm asking you to go

the destination from brick-and-mortar retail shops

reshape this ecosystem - but how do we do this?

be a wolf," challenged Bryan, "to consider how you

to consumers' homes, it's also appearing on our

To answer this question, Bryan used an analogy.

can be a catalyst of change, and how that change

doorsteps daily.

If we are to be true brand innovators, we must

More than twenty years ago, in a last-ditch

can lead to a vibrant new landscape. Challenge

While corrugated is well established as an

effort to manage the park's deer population,

the status quo. Get comfortable inducing chaos.

essential shipping container for successful transport

wolves were reintroduced to Yellowstone after

Be the force that steadies the meandering streams,

of products through supply chains, it is more

a 70-year absence. The wolves killed some of

and move a river."

relevant today than ever - and its evolution has

the deer, of course - but more importantly, they

Some systems, of course, don't need replacing

never stopped. Once no more than a plain brown

changed the behavior of the rest. Instead of

- they fit perfectly into their niche in the global

box that supply chain partners trusted to protect

grazing in open areas, the deer returned to the

marketplace and, well, they just work. One

products through the rigors of transit, the usefulness

protection of the forests. Within six years, bare

example of this is the corrugated box. But even

of corrugated has expanded to make it an effective

valleys had regenerated. Trees grew, stabilizing

a simple, successful, longstanding product can

merchandising and delivery package all-in-one.

riverbanks. The rivers deepened and changed

adapt and evolve to meet modern demands, as we

course, and biodiversity exploded. A small pack

learned next.

of wolves had changed the ecosystem, creating a
space where growth and diversity could thrive.
Bryan likened the deer in his story to experts in

An enduring classic: corrugated
packaging as brand ambassador

Corrugated packaging is engineered to
specifically fit its intended contents. Size, weight,
and strength are all designed to optimize the
package with minimal waste and maximum
value. Customization is one of corrugated

what is known. Experts, he said, can be dangerous

Tim Bergwall, president of Greif, Inc. and member

packaging's hallmarks. On display at the American

when allowed to overrun an organization. An

of the Fibre Box Association Board of Directors,

Sign Museum event was a subscription box

overabundance of expertise can induce groupthink,

informed the audience about the role that

made entirely of corrugated that opened like

and groupthink kills creativity. Wolves, on the other

corrugated packaging can play in elevating brands

a conventional toolbox (think hardware), with

hand, introduce urgency and chaos. Wolves disrupt

today.

inner trays that lifted up and out to reveal a main

risk aversion, initiating an environment where young

Corrugated packaging has been around for

compartment beneath. One box simultaneously

REIMAGINING BR AND COMMUNICATION

17



Table of Contents for the Digital Edition of BXP - December 2017

BXP - December 2017
Contents
Editor’s Letter
Marketing Trends to Watch
Top Brands of 2017
New York City
Cincinnati
Los Angeles
London
Chicago
Milan
Atlanta
Seattle
Ad Index
BXP - December 2017 - Intro
BXP - December 2017 - BXP - December 2017
BXP - December 2017 - Cover2
BXP - December 2017 - 1
BXP - December 2017 - Contents
BXP - December 2017 - 3
BXP - December 2017 - 4
BXP - December 2017 - 5
BXP - December 2017 - Editor’s Letter
BXP - December 2017 - 7
BXP - December 2017 - Marketing Trends to Watch
BXP - December 2017 - 9
BXP - December 2017 - 10
BXP - December 2017 - 11
BXP - December 2017 - 12
BXP - December 2017 - 13
BXP - December 2017 - 14
BXP - December 2017 - 15
BXP - December 2017 - 16
BXP - December 2017 - 17
BXP - December 2017 - 18
BXP - December 2017 - 19
BXP - December 2017 - 20
BXP - December 2017 - 21
BXP - December 2017 - 22
BXP - December 2017 - Top Brands of 2017
BXP - December 2017 - New York City
BXP - December 2017 - 25
BXP - December 2017 - 26
BXP - December 2017 - 27
BXP - December 2017 - 28
BXP - December 2017 - 29
BXP - December 2017 - 30
BXP - December 2017 - 31
BXP - December 2017 - 32
BXP - December 2017 - 33
BXP - December 2017 - 34
BXP - December 2017 - 35
BXP - December 2017 - 36
BXP - December 2017 - 37
BXP - December 2017 - 38
BXP - December 2017 - Cincinnati
BXP - December 2017 - 40
BXP - December 2017 - 41
BXP - December 2017 - 42
BXP - December 2017 - 43
BXP - December 2017 - 44
BXP - December 2017 - 45
BXP - December 2017 - 46
BXP - December 2017 - Los Angeles
BXP - December 2017 - 48
BXP - December 2017 - 49
BXP - December 2017 - 50
BXP - December 2017 - 51
BXP - December 2017 - 52
BXP - December 2017 - London
BXP - December 2017 - 54
BXP - December 2017 - 55
BXP - December 2017 - 56
BXP - December 2017 - 57
BXP - December 2017 - 58
BXP - December 2017 - 59
BXP - December 2017 - 60
BXP - December 2017 - Chicago
BXP - December 2017 - 62
BXP - December 2017 - 63
BXP - December 2017 - 64
BXP - December 2017 - Milan
BXP - December 2017 - 66
BXP - December 2017 - 67
BXP - December 2017 - 68
BXP - December 2017 - 69
BXP - December 2017 - 70
BXP - December 2017 - 71
BXP - December 2017 - Atlanta
BXP - December 2017 - 73
BXP - December 2017 - 74
BXP - December 2017 - Seattle
BXP - December 2017 - 76
BXP - December 2017 - 77
BXP - December 2017 - 78
BXP - December 2017 - 79
BXP - December 2017 - Ad Index
BXP - December 2017 - Cover3
BXP - December 2017 - Cover4
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