Yesterday’s baby boomers now have babies that are all grown up. This population referred to as Generation Y, Millennials or Echo Boomers are today’s buyers. Making up more than one-third of the population, they are the first generation to be raised with computers and mobile devices. They are receptive to internet campaigns and social media. Most importantly they are brand loyal and respond to innovative packaging and advertising campaigns. How do you capture the attention of the Gen Y-ers? For a brand to be successful in today’s market you must win over your target consumer or they simply will not buy. Marketing strategies that led a previous generation to buy are no longer effective. You must transcend all norms to succeed in attracting an audience in this changing environment, and this includes getting clever in the packaging department. “The packaging you use is no longer a means for transportation of your goods. The world continues to move faster, and research shows that packaging has a significant impact on consumer choices,” said Steve Zuckerman, president of GTI Industries, a Miami-based Packaging Distributor of Equipment and Supplies. Zuckerman noted that packaging can often be your potential customer’s first introduction to your brand, and your package needs to shout attention to stand out amongst the competition. Know your target customer and consider how you want to be portrayed, what feelings and messages you want to communicate. Do you want to imply environmental consciousness? Are your potential buyers interested in sleek, contemporary designs or simple, practical packaging? What colors, shapes and sizes do they like? Considering these principles of staying relevant in today’s buying environment, GTI Industries recently refreshed its own logo. Zuckerman said, “It was out with the old and in with the new, so our own internal marketing team developed a sleek, new look to our logo simply by changing the font. This new look fits today’s style. We love the boldness it adds to our name.” GTI customers will soon see the new look reflected in the packaging of Duralock, Durawrap and Griptape brands. In the end, if a brand is able to create distinctiveness through a product's package, the company gains a competitive advantage in the market. The reward of success goes to businesses that are forward thinking, utilize their consumers' insights creatively and know their target market. Recently, we at GTI Industries revamped our own logo. We were bound to the font we used for nearly 20 years. It was out with the old and in with the new, so our own internal Marketing Team developed a sleek new look to our logo simply by changing the font. This new look, fits today’s style. We love the boldness it adds to our name. See more changes to GTI’s look coming soon in the packaging of our Duralock, Durawrap and Griptape brands.