Issue Number 4

Packaging

10 Critical Considerations

Does your product packaging capture attention? Have personality? Communicate the attributes of your brand — instantly? Is it recognizably yours?

Remember: Packaging is your brand rendered in 3-D. This means that, to many customers, the product is the package — and the package is the product. "The physical manifestation of a brand is shockingly important," says renowned management expert Tom Peters.

Whether your product is consumer or business-to-business, a strong, consistent packaging strategy is a must. Before you roll out or redesign your packaging, take a minute to consider these 10 tips — to ensure that your packaging has real presence.

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