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The Truth About Creating Brands People Love by Donna Heckler, Brian D. Till

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Chapter 10. Packaging protects your product; great packaging protects your brand

Packaging is an important component in the marketing of a brand. Certainly, it provides important functional benefits to the product. It keeps the product safe, protects it, provides a means for displaying it, and is a communication vehicle. But, stop there, and packaging is not providing its potential value. Great packaging contributes to the success of the brand.

There was a billboard quizzing “Quick, Name a Soft Drink.” On it was the picture of a Coca-Cola bottle—the green glass and distinctive shape known the world over. What was missing was the name Coca-Cola. This is the power of great packaging. Coca-Cola does not even need to place its actual brand name on ...

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