Brand packaging: the power of brand mythology
We all respond to the power of storytelling – to myths and fables. This power, brought to life through the immediacy of packaging, can be harnessed to tell the story of brands and help people understand what the brand stands for, and stimulate them to become co-authors of the ongoing brand story.
Can a compelling story transform a random, worthless trinket into a valuable object? A project called Significant Objects was conceived by a New York journalist to explore this question. His team bought 100 worthless objects from garage...