Table of Contents

CPG executives are squeezing their brand design and packaging teams more than ever to make their disciplines more accountable. But measuring the return on packaging investments is easier said than done.

Brian Collins of Ogilvy & Mather’s Brand Integration Group sat down with us to chat about the rules for brand loyalty, the risks of design ubiquity, and how personal storytelling can turn out innovative business and design ideas.

Beer brands have been hard at work leveraging packaging technology to keep those icy brews in consumers’ hands from getting warm.

One80 | laga’s Ken Miller and Jim Warner review how structure can make a multisensory impact to enhance “moment-of-truth” experiences consumers have with your brand.

Packaging is even more critical when your category is flush with perceived product parity. Ted Mininni looks at two coffee and tea brands that successfully fend off the “commodity” perspective.