There is an interesting article on the front page of today’s WSJ. The article points out the growing trend of “unboxing”. Turns out people are documenting their experience opening the packaging of products and then posting the video on the internet. I believe the growing trend of unboxing is a positive. Once again the internet is creating better informed customers, marketers and investors.
As an Entrepreneur, I believe packaging is one of the most important, and most often overlooked opportunities to strengthen your brand through positive consumer experience. It is something we have always emphasized at Mimeo.com. (** warning ** shameless plug to follow; I encourage you to try the service next time you need hardcopy document).
Brand conscious companies like Mimeo.com, Google, skiphop.com and Apple use the customer experience as the cornerstone of their brand building effort. I call this “Experiential Branding”.. but a quick search of Google shows I am in the minority.
Unboxing, product reviews, testimonials, teardowns, inventory/availability, best pricing…it's all on-line. Twelve years of heavy Internet use and I am still amazed at the breadth of content on the web… I can’t wait to see what next!
A “Teardown” is a verb: the act of meticulously dissecting a product (usually a new electronic device) and then posting the observations on the internet. As a noun it the resulting content usually text, images and sometimes video (like this Wii Example video)