Marketing Tuesday: Study Confirms the Power of Brand Packaging

0atwong • 13th Aug 2007 • Conversation Pieces

Marketing Tuesday: Study Confirms the Power of Brand Packaging
I recently wrote a piece entitled What a Packaging Makeover Can Do For Your Company — it got me thinking about the issue of branding: what exactly branding is, how branding and marketing interact, and just how important packaging is to the whole process of branding, or perhaps rebranding, one’s company, products or services.

In the course of my research I conversed with a number of industry experts about how heavily instrumental packaging is in the development and maintenance of a company’s brand. All seemed to unanimously agree that packaging is intrinsic to the success of a brand. “Packaging is the number one medium to communicate the brand. “You need to pay attention to this area in your branding strategy because it is the first thing someone sees, touches, and essentially buys. Packaging is often more than a medium — it can be part of the product,” stresses Laurent Hainaut, founder of design agency Raison Pure.