If brand owners are serious about finding packaging solutions that support their brand’s image, they first need to understand the life cycle of the packaging as well as the key functions the package must fulfill during that life cycle. Packages must perform well in all aspects of manufacturing, filling, transportation, shelf existence and user experience while successfully promoting the consumer connection with the brand to create differentiation.
While this process sounds daunting, it can be distilled down to the four pillars of excellence that brand owners need to understand and implement in order to succeed: