February 2012
Beginner
296 pages
7h 27m
English
Content preview from Shopper Marketing, 2nd Edition
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Packaging can be your best investment
RUSS NAPOLITANO
Russ Napolitano is executive vice president, business development, at Wallace Church, Inc. For over 30 years, Wallace Church has been renovating and innovating many leading global brands across all product categories through award-winning branding and package design.
When I mention such brands as Coca-Cola, Tide, Absolut, Method, Dove, Crayola and Simply Orange, to name just a few, there is a very good chance that an image of their packaging comes top of mind. When packages such as these become visual icons and such an important part of the brand’s overall DNA, how can anyone argue that packaging cannot be one of your brand’s smartest investments? Whether it is the physical package shape ...
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