Good design is not good enough anymore, says Mark Dziersk, a recognized expert in industrial design and brand management. “Packaging really has to inspire people. A brand’s package is its product, and a brand is defined by the experience that people have with its packaging.”
Dziersk manages the Chicago office of LUNAR, now a part of McKinsey Design (mckinsey.com)—a full-service design consultancy that delivers products, services, customer experience and design-led innovation. He specializes in consumer products with a focus on beauty and retail, including such brands as Dove/Unilever, Bergdorf Goodman, Jergens, John Frieda, L’Oreal and Wrigley.