Making it count

29 September 2017

2017 seems to have flown by, and despite the apparently unrelenting pace of bad news and various scandals that are breaking out across the world, in the packaging industry the main focus seems to be on the final quarter and the run up to Christmas.

Recent discussions I have been a part of have focused on the areas of digital engagement, sustainable development or labelling and how to continually entice or interest media savy , and time poor consumers who are weary of being sold too and don’t trust brands. This is why, now more then ever, integrity truly remains one of the key ingredients in the strategy of branding of packaged goods. “If you tell the truth, you don't have to remember anything.” Said Mark Twain, and brands would be wise to heed this advice. If a product delivers the quality and experience it claims to a consumer they will get it again, if not they will look elsewhere. A great advertising campaign or innovative packaging design or dispensing solution or clever mixed media will certainly bring the product to focus in the consumers’ mind, and they might even try it , but that moment of truth must be justified to form a relationship and repeat business.

When terms like artisanal, or ethical or heritage are not based in a sold foundation the product will soon be found out and the damage of in being inauthentic is a lot worse then if the product had simply not been good enough as those media savvy consumers will take to the digital world to express their ire , and once that viral tide starts it is impossible to stem. Far better to simply deliver a good product honestly; bad news might travel faster but good news , like a good brands will still travel and reach your market.

This edition of Packaging Today concentrates on metal packaging as a material, and how it is making the most of its recyclability credentials, while we are also covering dispensing, household packaging, convenience packaging and robotics, as well as our latest show information.

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