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This paper explores the role of design in the marketing mix and the growing influence of design in today's fragmented media landscape. It provides practical advice for using graphic design, including specifically packaging design, to build brand equity, using examples from Apple, Oreo and Coca-Cola amongst others.


Compared to other marketing disciplines such as social media, influencer marketing or digital advertising, 'design' has been with us for much longer.

'Everything is advertising', as the maxim goes. Yes, but also everything is design.

Indeed, the last 10 years has seen some of the biggest challenges to traditional design and some of the biggest shifts in thinking. When Coca-Cola launched its Share a Coke campaign in Australia in 2007, the campaign challenged traditional media classification. Suddenly, here was limited edition packaging at the centre of a multi-million dollar advertising campaign. Was it advertising? Design? Somewhere in-between?