ething other than the typical box or bottle. Review the structure of your package and determine if you can make changes not only for breaking the category but for the consumer experience as well. Can you go into a tube instead of a box, a bag instead of tub? Many times by changing your packaging you can also change your store location and truly get away from the competition. Think about how pouches moved many refrigerated items tToday’s consumers are bombarded with thousands of products and services on a daily basis through advertising, in-store displays and store shelves among other vehicles. The probability that a consumer will notice your product among the herd, well, let’s just say it gets tougher everyday. The good news is that it is not completely out of your control. It takes a bold initiative and a willingness to buck whatever the current trends are, but the results can be nothing short of spectacular.

The only way to get your product noticed is by breaking your category's unspoken rules. While there are several ways to break category, there are two fundamental characteristics you must possess in order to "break out" successfully. The first is a valid reason to do so; the second is being comfortable with being different.

Coming to grips with the fact that you must appeal to consumers is nothing new, how we must do so these days is. How do you go about breaking your category? First, review three elements of product packaging (visuals, structure and function) and then decide which of these elements your product can break, should break and can afford to break.

Visuals: Take a look at what your shelf neighbors are doing. Is there something you can do visually to make yourself stand out? Can you change the content load on the package? Can you use colors that are not being used in the current shelf space? We're not talking more these days... restraint, legibility and clear feeling of what the product is are what today's consumer desires. Over cluttered graphics and trendy motifs are a sure fire way to outdate yourself before you even hit the shelves.

Structure: Perhaps your product can be packaged in something other than the typical box or bottle. Review the structure of your package and determine if you can make changes not only for breaking the category but for the consumer experience as well. Can you go into a tube instead of a box, a bag instead of tub? Many times by changing your packaging you can also change your store location and truly get away from the competition. Think about how pouches moved many refrigerated items to

are, but the results can be nothing short of spectacular.

The only way to get your product noticed is by breaking your category's unspoken rules. While there are several ways to break category, there are two fundamental characteristics you must possess in order to "break out" successfully. The first is a valid reason to do so; the second is being comfortable with being different.

Coming to grips with the fact that you must appeal to consumers is nothing new, how we must do so these days is. How do you go about breaking your category? First, review three elements of product packaging (visuals, structure and function) and then decide which of these elements your product can break, should break and can afford to break.

Visuals: Take a look at what your shelf neighbors are doing. Is there something you can do visually to make yourself stand out? Can you change the content load on the package? Can you use colors that are not being used in the current shelf space? We're not talking more these days... restraint, legibility and clear feeling of what the product is are what today's consumer desires. Over cluttered graphics and trendy motifs are a sure fire way to outdate yourself before you even hit the shelves.

Structure: Perhaps your product can be packaged in something other than the typical box or bottle. Review the structure of your package and determine if you can make changes not only for breaking the category but for the consumer experience as well. Can you go into a tube instead of a box, a bag instead of tub? Many times by changing your packaging you can also change your store location and truly get away from the competition. Think about how pouches moved many refrigerated items t

must appeal to consumers is nothing new, how we must do so these days is. How do you go about breaking your category? First, review three elements of product packaging (visuals, structure and function) and then decide which of these elements your product can break, should break and can afford to break.

Visuals: Take a look at what your shelf neighbors are doing. Is there something you can do visually to make yourself stand out? Can you change the content load on the package? Can you use colors that are not being used in the current shelf space? We're not talking more these days... restraint, legibility and clear feeling of what the product is are what today's consumer desires. Over cluttered graphics and trendy motifs are a sure fire way to outdate yourself before you even hit the shelves.

Structure: Perhaps your product can be packaged in something other than the typical box or bottle. Review the structure of your package and determine if you can make changes not only for breaking the category but for the consumer experience as well. Can you go into a tube instead of a box, a bag instead of tub? Many times by changing your packaging you can also change your store location and truly get away from the competition. Think about how pouches moved many refrigerated items t

out? Can you change the content load on the package? Can you use colors that are not being used in the current shelf space? We're not talking more these days... restraint, legibility and clear feeling of what the product is are what today's consumer desires. Over cluttered graphics and trendy motifs are a sure fire way to outdate yourself before you even hit the shelves.

Structure: Perhaps your product can be packaged in something other than the typical box or bottle. Review the structure of your package and determine if you can make changes not only for breaking the category but for the consumer experience as well. Can you go into a tube instead of a box, a bag instead of tub? Many times by changing your packaging you can also change your store location and truly get away from the competition. Think about how pouches moved many refrigerated items t

ething other than the typical box or bottle. Review the structure of your package and determine if you can make changes not only for breaking the category but for the consumer experience as well. Can you go into a tube instead of a box, a bag instead of tub? Many times by changing your packaging you can also change your store location and truly get away from the competition. Think about how pouches moved many refrigerated items to normal store aisles.

Function: One of the key ways to break category and achieve the status of signature brand is to review the function of your packaging. How can your product be packaged to achieve better use by the consumer? Recently a major sugar product has been repackaged in a plastic container with a lid so that consumers did not have to switch containers. By removing the sugar from the bags it made the product easier to purchase, easier to store and easier for brand recognition.

Standing up, standing out and standing for something are the cornerstones of any brand looking to make a real difference in a relatively short time. This must be considered with strategy and insight so the move positively influences the brand and new customers without alienating existing ones. Nonetheless, the question should be considered as to if and how will you break category?