Package Design - April 2016 - (Page 15)

Turbocharging Heritage Brands The marketing and creative leaders behind the Fisher Nuts and Orchard Valley Harvest brands share their recipe for increasing marketshare. T BY LINDA CASEY ransforming the Fisher and Orchard Valley Harvest brands, John B. Sanfilippo & Son Inc. ( JBSS) senior vice president of global marketing Howard Brandeisky and director of creative services Roseanne Christman collaborated on marketing and design investments that significantly improved both brands. With the benefit of more than a quarter of a century of marketing experience, Brandeisky argues that the smart marketers have long left the older marketing methods that focused on "simply lecturing the consumers." Instead, Brandeisky and marketers like him are thinking more about providing relevant content to their consumers that builds connections that lift markets. PACKAGEDESIGNMAG.COM 15 http://www.PACKAGEDESIGNMAG.COM

Table of Contents for the Digital Edition of Package Design - April 2016

Package Design - April 2016
Editor’s Letter
Front Panel
Turbo-Charging Heritage Brands
The Challenge Begins
Rebranding More Than the Bag
A Name Worth Remembering
Debate & Discuss
Product Focus:
Index of Advertisers
Field Notes

Package Design - April 2016