In a world where tech can be integrated into everything — from brushes that give you a daily update on hair breakage to interactive beer bottles — digitally connected packaging presents both a challenge and an incredible opportunity for companies looking to integrate further into consumers’ lives.

In truth, the possibilities for brands are almost endless. Smart packaging presents an opportunity to transform a physical interface into an interactive brand tool. Brands can add real value to their customers’ lives, going beyond the everyday and offering a means of connecting products to the burgeoning Internet of Things.

Don’t be a branding Icarus

Corporations should not allow themselves to be dazzled by the endless possibilities of the coming smart packaging revolution. Like Icarus flying too close to the sun only to find his wings had melted, brands that make the leap without properly considering smart packaging from the perspective of their corporate brand could find that they’ve both diminished brand value and lost consumer trust.