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NEW INSIGHTS

ARTICLE: THE USEFULNESS OF EXTRACTABLE BRANDING UNITS IN BRANDING

The term “extractable branding unit,” or EBU, is a common term in the realm of consumer packaged goods, referring to any recognizable part of the larger whole brand identity. However, we find that the concept of an EBU is very useful when referring to the entire brand, and the best place to extract from is the logo itself.

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ARTICLE: COMPETITIVE RETAIL PACKAGING: 3 STRATEGIES TO GUIDE AN EFFECTIVE DESIGN PROCESS

Designing retail packaging is equal parts science and art. GCI magazine recently asked MSLK to share effective strategies we’ve gleaned over the years to help guide their readers as they consider their own package design process. We explore the top three considerations for creating competitive packaging that performs at retail.

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