How to use design in today's fragmented media mix

This paper provides a best-practice guide for using graphic design, including packaging design, in the marketing mix to build brand equity.

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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.

Definition

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

'Everything is...

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