Best Practices: Communicating with the Brand Owner

By Cory Francer

There’s language, terminology, and knowledge that is perfectly normal in a pressroom, but may be completely foreign to those outside the world of print, including brand owners and other customers.

However, there are ways for printers to communicate with brand owners to better translate what the customer is seeking into language that corresponds to the print process.

Scott Hosa, associate director for graphic technology at Landor, a brand design firm, says he’s been part of conversations where a brand owner has said he or she wants packaging with “bling” or to “pop off the shelf.”

That’s all well and good, but most presses don’t feature an in-line bling station.

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Cory Francer Author's page

Cory Francer is an Analyst with NAPCO Research, where he leads the team’s coverage of the dynamic and growing packaging market. Cory also is the former editor-in-chief of Packaging Impressions and is still an active contributor to its print magazines, blogs, and events. With a decade of experience as a professional journalist and editor, Cory brings an eye for storytelling to his packaging research, providing compelling insight into the industry's most pressing business issues. He is an active participant in many of the industry's associations and has played an essential role in the development of the annual Digital Packaging Summit. Cory can be reached at cfrancer@napco.com