We are excited and proud to officially introduce BXP, Brand Experience magazine, formerly Package Design.
Two years ago, we set out on a journey to ensure that we continued to be an innovative and indispensable relevant resource to you, our audience. What we discovered was that while the magazine was beloved by so many of our avid readers, our industry had evolved and so must our brand. From their cell phone to the desktop to an in-store visit, shoppers now seek a seamless shopping and brand experience.
Our editorial focus had been shifting to a more holistic brand design resource, but our name, Package Design, which implies tactical decorating to a segment of our audience, no longer reflected this new strategic direction.
To continue to innovate, we needed to assess our readers’ current relationship with the brand as well as how we could bring relevance to an important segment of non- or occasional readers. To follow our industry’s best practices, we
solicited the help of LPK, a respected global brand consultancy to assist with brand strategy, naming and visual identity, as well as our dedicated research partner, Nielsen. After an extensive amount of research, testing and collaboration, our team and the industry aligned around BXP, Brand Experience.
BXP Mission: BXP ELEVATES THE VALUE OF INNOVATIVE AND COLLABORATIVE BRAND DESIGN AS A STRATEGIC BUSINESS COMPETENCE ACROSS THE OMNI-CHANNEL PATH TO PURCHASE, TO ULTIMATELY HELP BRANDS DELIVER MORE RELEVANT EXPERIENCES THAT CONNECT WITH SHOPPERS, WIN AT SHELF, OWN THE MOMENT OF SALE AND MAXIMIZE BRAND LOYALTY.
BXP believes good strategic design can shape consumer behavior and is an investment in brands, not a cost, ensuring design has a proper seat at the table early for better business results. BXP facilitates a stronger community through exploration of mega-trends, shopper insights, innovation and emerging technologies, and the role of effective supply chain collaboration. While packaging will be the backdrop of most stories, it will not be in isolation.
It took a village to launch BXP and want to take this opportunity to thank a few special people including my wonderful partner, Linda Casey, editor, Don Heyl, art director, and the entire BXP and ST Media Team, Digital Echidna, our web development partner AND our esteemed editorial advisory board. We also could not have made this transition without our amazing partners at LPK and Nielsen. You guys rock!
And last but not least, a special shout out goes to YOU, our dedicated readers and sponsors. A BIG THANK YOU for all of your candid feedback and enthusiastic support in shaping BXP, YOUR industry publication and making our community stronger together.
On the subject of community, please join us for the launch of our conference, BXP Live in 2018. Details coming soon.
Of course, we also hope you will be as excited as we are about BXP and will love our new look and direction. We’d love to hear from you. Please share your thoughts about BXP magazine on social media, using our new hashtag #BXPMag. Be sure to follow us on Facebook at Brand Experience Magazine and on Twitter at @BXPMag.
Gerri Brownstein, Publisher