Archive
Embrace Design Early and Often For Success

Embrace Design Early and Often For Success

There’s a longstanding industry term for the visual aspect of packaging: “Decoration.” Unfortunately, this arcane term represents everything wrong with the old way of thinking — that design is merely...
Three Branding talks in 2016

Three Branding talks in 2016

  Join Sheri L Koetting as she gives insider tips about packaging, brand strategy, and overall brand positioning at three upcoming events. These talks are perfect for beauty brands who are thinking...
Does Your Beauty Brand Have a Purpose?

Does Your Beauty Brand Have a Purpose?

Many businesses are seeking ways to develop a brand story in order to form deeper connections to staff and customers. Giving back to a cause is a powerful way to...
MSLK’s Packaging Design for Avivi Featured in March/April Issue of Communication Arts

MSLK’s Packaging Design for Avivi Featured in March/April Issue of Communication Arts

We're thrilled to have our work featured in the new issue of Communication Arts Magazine! It's always great to be recognized amongst our peers — and in as a prestigious...
When it Comes to Positioning, Natural Isn’t Enough

When it Comes to Positioning, Natural Isn’t Enough

Beauty and personal care brands no longer can rely on “natural” or “organic” as their main differentiator when connecting with consumers. According to a study by FMI, natural cosmetics has...
Six Ways to Position a Haircare Brand to Connect With Salons

Six Ways to Position a Haircare Brand to Connect With Salons

By winning the hearts and minds of professionals, brands simultaneously evolve their stature and gain insider access to the salon's clientele. Sheri Koetting was invited by GCI Magazine to share...
Simple and Clear: The Art of Refining Your Brand’s Message

Simple and Clear: The Art of Refining Your Brand’s Message

"If at first you don't succeed, try, try again." This adage seems to make perfect sense, from a marketing standpoint. No one wants to settle on a bad idea that leads to...
GCI Article: Competitive Retail Packaging: 3 Strategies to Guide an Effective Design Process

GCI 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 Sheri L Koetting of MSLK to share effective strategies we've gleaned over the years to help guide their readers...
Join MSLK for Four Upcoming Branding Talks!

Join MSLK for Four Upcoming Branding Talks!

Mark your calendars, there are now four chances to catch MSLK partner and Chief Strategist, Sheri L Koetting, as she discusses topics such as how to define your brand, how to...
GCI Article: A Well-Targeted Market

GCI Article: A Well-Targeted Market

GCI Beauty Magazine asked MSLK to demonstrate how creating distinct audience profiles can inspire a unique beauty brand. We've found that clear profiles are invaluable tools for the success of any...