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July 1, 2005
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BRAND PACKAGING

COUNTERING THE COUNTERFEITERS:
How Brands Can Protect Themselves

Cover Story
- Countering The Counterfeiters
You don’t have to make it impossible to steal your brand identity—just make it extremely complex and costly to try.

INNOVATING FOR LIFESTYLE TRENDS
- A Troubling Mega Trend: Our ‘Transactional’ Lifestyle
One80 Design’s Ken Miller and Jim Warner suggest two

EMERGING TECHNOLOGY
- A Competition Among Plastics
- A Breakthrough In Oxygen-Scavenging Technology

OUTSIDE THE BOX
- Premium Single-Serve Baby Formula
- Patriotic Packaging
Whether it’s with seasonal graphics sporting the stars and stripes or with a “Made in America” message, marketers use patriotic packaging to instill a sense of pride in their brands. What are the ins and outs of wrapping your brand in the flag?
- Marketing To The New Family
Ties between parents and children today are closer than ever, and there is a real opportunity for brands to look at cross-generational marketing and cater to people from ‘cradle to grave’. Will ‘family marketing’ become the next big thing?

MARKETING MISFIRES
- Truth In Marketing
Package graphics should earn consumer trust, writes Robert McMath, not squander it.

BRAND NEW
- A Bright Stroke In A Sea Of Blue
Kimberly-Clark's redesigned Kotex packaging stands out as a bright stroke in a sea of blue.

A FISH STORY
- The One That Didn’t Get Away
With the right bait, fisherman Bob Costarella truly caught the “big one”. Except the big one wasn’t a fish, and the bait he used was packaging.

Target
- RX: Clarity
Target improves its prescription system with an easier-to-use-and-read bottle.

INTERNATIONAL FARE
- Three-In-One Dispenser Eliminates Clutter, Functional Book Dispenses, Stores Pills and more...

MARKET DRIVEN
- Market-Driven Innovations

FOLLOWING UP
- Following Up On Developing Trends

EDITORIAL
- The Challenge Of Choice

Advertiser index
- Index

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