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Delivering Brand Promises Through Great Packaging

In his latest article, Mr. Lemley challenges marketers to go beyond adequate packaging. To think beyond drowning people with feature and benefits that appeal to the customer’s rational thought process but to their emotions.

Mr. Lemley: “Well-executed package design not only appeals to consumers’ rational thought process but to their emotions which trumps features and benefits every time.”

As the article progresses, Mr. Lemley discusses the importance of creating package design within the context of a well-executed brand strategy based upon your organization’s core values.

To support his statements, Mr. Lemley gives examples of package design in several consumer product categories that deliver strong, brand-driven storytelling based upon the brand’s core values.. “It’s really crucial for brand owners to get it now; packaging isn’t about selling products. It’s about selling the brand as the one and only.”

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Diana Fryc

For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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