Having been asked by The Business Innovation Network to talk to a group of businesses in South Wales two weeks ago, I found myself heading up North to 'preach' the same message to another group of manufacturing companies and academics. Why 'May contain nuts'? Well, the subtitle to the 'lecture' was 'the power of packaging to communicate' and it strikes me that when you read the label on a jar of peanut butter and it says 'may contain nuts' - yes that's actually true!something has gone horribly wrong with the companies communicate with their audience. I wanted to demonstrate through examples form our own portfolio, the impact that appropriately targeted well executed product packaging can have on a brand and the dramatic effect it can have on sales and ultimately 'the bottom line'. Fortunately we've got some pretty impressive examples in our own portfolio that I was able to use to prove the point. Journey home... a disaster got stuck in the snow. I'll catch the train next time!
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