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Produce special package designs for products that
would reflect and support common secondary usages of
the packaging by children. Yoghurt pots could be
graphically styled as high-tech walkie-talkies and sold
in packs of two complete with string. The standard
brand and content information would be integrated into

215the designs. A washing up liquid bottle might be
designed to look like a space rocket with the brand
name taking the place of NASA on the exterior.
Dan Friedman
23 May 2001

Introduce customer league tables for shopping. Editor’s note:
Customers keen on particular brands can choose to be This rather direct
represented by their full name, a nickname or an idea may well have
anonymous code in the tables. Points would be awardedbeen tried before. It
based directly on the value of purchases made. Globalwas certainly not, as
customer bases could be broken down demographically far as we can recall
from history lessons,
216such that an individual could claim, or aspire, to be a feature of any
Communist
manifestos or five-

Nike’s best under-15 customer in their hometown. year plans.

David Owen
24 May 2001