Fulfilling a promise to the consumer is at the core of establishing a successful brand, explains Brian Wagner, co-founder of PTIS, a consulting firm specializing in creating strategic improvements along the packaging supply chain. And while there are several key components of a brand s identity, packaging, which so often provides the first interaction between consumer and product, has historically been overlooked. But as brands continue to gain a better understanding of consumer desires, behaviors, and tendencies, a fresh perspective on packaging has emerged, and the importance of the full packaging value chain is being recognized for its ability to bring a brand promise and purpose to life.
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