Insight - Martin Hawkins Executive Director Sun Brand Technologies
Sun Brand Technologies
Branding, New product development, brand lifecycle management
Martin Hawkins trained as a retoucher in a reprographics department in the design-to-print industry, before undertaking an industrial economics degree. He has been with Sun Branding Solutions since 1996 and has worked with new product development across all packaging formats and substrates. Hawkins' role has since expanded to include the Sun Brand Technologies division that encompasses the product lifecycle management application ODIN.
brand lifecycle management
What are the current trends in product lifecycle management technologies?
The technologies are growing as brands and retailers get to grips with their internal launch programmes and realise that value is inherent in control and automation.
Is this something smaller brands should consider, too?
Absolutely. It is a way for the smaller guys to streamline their approach to product lifecycle management and compete effectively, and on a level, with the big boys.
How important is it to get a product to market quickly?
First to market is not necessarily the ultimate goal. Best product to market is the key and is necessary to ensure that the new range sales spike happens as often as possible in a brand's lifetime.
Where do you see the future of ODIN lying?
ODIN will continue to grow to support brands and retailer aspirations by taking the cost out of their supply chain and speeding up the PLM and graphic lifecycle management (GLM) process. Further graphical automation is just one of the new developments that we currently have in the pipeline.
How important is branding?
Very. Brands are iconic and provoke consumer behaviour in a way that price never can. The best brands survive and prosper, while the less important ones are removed.
, graphics lifecycle management
, New product development