Make the most of your brand through packaging (Landor Perspectives 2012)

Christine Hall and Dale Doyle

This article offers best practice advice for brands on how to get the most from packaging redesigns, which are becoming an increasingly frequent necessity in the modern marketplace.

Make the most of your brand through packaging (Landor Perspectives 2012)

Christine Hall and Dale DoyleLandor Associates

You may have noticed that brands are refreshing their packs more frequently than ever before. Most noticeably in the past four or five years, speed to market with a pack refresh appears to play a larger role in overall brand activity.

Advances in technology and social networking expose consumers to new things at a rapid pace—people expect some level of change all the time. Rather than keeping the same package around for years, or even decades, many brands are acting...

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