Establishing Identity
Imagine this: You're driving through your hometown and passing the neighborhood McDonald's. But something's different. Those golden arches have been replaced with a giant Helvetica-style M. There's no doubt you'd notice the change, and you'd most likely want to know what in the world was going on.
Branding takes many forms and in the highly competitive retail world, is essential to bringing in revenue and establishing your place in the market. With customers spending mere seconds glancing at an item, how do you convince them to take your product to the cash register? Do you ingrain an iconic image in their mind, the way McDonald's has? Do you grab them with flashy colors? Do you use sharp photography?
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
