The October/November issue of Brand Packaging magazine just hit the streets and I'm deeply honored to say that my piece entitled "A Trademark Touch: Strategies for Owning and Protecting Touchmarks" is this issue's "cover story" (minus the skull and crossbones).
The digital version can be read here. I hope you find it eye-opening in a tactile kind of way.
By the way, I'd love some feedback on it.
What is your favorite touchmark anyway?
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Great Article. DuetsBlog is sensational and esp. on this topic.
Question:
What is your favorite touchmark anyway?
Answer:
Still contemplating but High on the Top Ten List is
a freshly wrapped and cooked Double Double at In 'n Out
Burger. Thank you and Bon Appetit !
Enjoyed this, Steve!
My two favorite touchmarks come from the "spirit" world:
1) Knob Creek...aahhh, the "water bottle" bourbon! Just as soothing, too. I remember first buying this as a gift from Wally's in West LA for friends in Bhutan. I was traveling there, and my hosts requested a good bourbon. Knob Creek was the most risk-free packaging for a long "in-suitcase" journey. Remarkable? Nah. Touchmarkable? Right on. P.S. It represented this country deliciously well!
2) Domaine de Canton: I like ginger-based products, but as a self-professed packaging junkie, I bought this for the bottle alone. It reminds me of those squeezable stress relievers that you grip in your hand. I loosely derive some "functionality" from the dual uplifting effects it provides when a) sipping and b) used as a hand weight (full, of course), but maybe that's just me.
Great article, Steve. I can't say I have a favorite touchmark, but now that my interest has been triggered, I'll be looking, or touching, for one.