Within the limits of educational program of International Festival of advertising and marketing "White Square" which will take place on April, 15-17th in Minsk, Andrey Purtov's master class will pass.
Andrey Purtov, the general director of branding company ArtGrafics.ru, the publisher and the editor-in-chief of magazine Identity, the producer of conference HitBrand 2010 Product Branding, the member of Association of branding companies of Russia, member of Guild of Marketers of Russia.
Theme of an author's seminar is "Alive packing: how to create effective dynamical a brand-communication which will allow to save on advertising". Andrey Purtov will tell how to put in a brand history and to express it with the help of avriative identity which will mention also other brands-communications (POS-materials, printing and outdoor advertising, etc.). As a result — "Alive packing" is created.
The criterion of "alive" packing is very simple. If you would like to see the second, third, tenth packing in a series there will be an interesting variety and convenient a brand-concept. It means that packings differ not only colour coding and illustrations of components, but comprise still something interesting and capable to hook on an audience: interesting plots, unexpected copywriting, dynamical naming etc. Application of approaches of "alive packing" allows to save considerably on advertising.
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