February 2009
Supermarket seductress, Terri Goldstein, is now back in the branding scene since splitting off from IQ, the renowned New York branding firm co-founded by her in 1995.
Calling her new setup The Goldstein Group, Goldstein and a mid-sized team of packaging experts, including Darcy Bolker as Chief Creative, is now serving specialist services in restaging iconic brands for today’s ever-changing market. The company draws on a combined 30 years of experience to navigate every phase of the branding process from strategy to design and to production.
The author of breakthrough research on consumer behavior, recall and sensory motivation in the retail environment, Goldstein has developed a core strategy for supermarket seduction: Shelf Sight Sequence, a proprietary four-step approach to brand positioning, messaging and design.
"At retail, a brand has five seconds or less to highjack the consumer's emotions," explains Goldstein.
"Shelf Sight Sequence facilitates the development of specific visual cues that will resonate with the consumer all the way to the register."
The firm also makes ample use of more traditional methods like brand equity reviews and cross-category ideation sessions, which clients are always encouraged to attend. On average, brands restaged by The Goldstein Group - including Cortizone•10, One-A-Day, Bayer Aspirin, Unisom, Heinz, and ACT - experience a 15-25% growth in sales volume within a year of hitting retail shelves.
The Goldstein Group received recognition from Graphic Design USA for the 2008 packaging of Bayer Heart Advantage.
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