After a brand is launched, eventually—for better or for worse—it will represent everything that consumers assign to the underlying packaged product.
That’s the strongest argument for managing product development and packaging[packaging?:DCP-H series packaging sample cutter plotter] development as integrated tracks rather than as parallel tracks, or worse, as sequential tracks. Packaging, through graphics[graphics?:graphics pattern], communicates the brand name and related images; but, that’s just for starters. Packaging also should elevate the product above “me-too” status, through benefits valued by consumers.
Those benefits can relate to ease-of-use, for example; but whatever their nature, they’re most valuable when they are innovations, especially ones that can be protected by patents.
