You know what they say: Your walk talks and your talk talks, but your walk talks louder than your talk talks. In our industry, a brand talks and a package talks, but a package talks louder than a brand talks. That’s right, your brand can speak until it’s blue in the face, but the package always gets the last word. Brands have a great opportunity when it comes to their packages: A little billboard about their brand and their product that everyone must look at when purchasing the item. This is also the danger. The package may be the first and only interaction a customer has with your brand. If your brand positioning is a premium brand, but you have an ill opening, hard to get to the product package (even if the graphics are snazzy), consumers will not believe what your brand says about itself. They’re too busy listening to the package.
This year’s Packaging That Sells conference is focused what your package says about your brand. Are you proving your brand is up to speed with the times? Do you show yourself as worth the money? Or does your package work against the very things your brand represents?
Visit www.packagingthatsells.com to sign up, and check back in as we update the page with the speakers and topics you’ll hear from who will educate and inspire attendees in making sure their packages are truly saying what they should be saying.