Graphic Design 2010

pP: How can brands with a global presence use package and graphic design to expand international brand awareness? Can differences in technical packaging capabilities and methods in various geographic regions impact overall design?

Coleman—Brandowners/product managers need to have a clear idea of a brand's identity and what it means to specific audiences around the world. Then, the approach is to use a "glocal" design (think globally, act locally). Whatever the consumer touch point is, the same essential message needs to be delivered, no matter what the medium.