Establishing Identity
Consistency is key
As converters are well aware, different substrates lend themselves to different kinds of printing. Creating brand consistency across multiple products can become a significant challenge when branding a product line.
For example, Hosa says that if the brand owner wants a focus on photography for the product line's packaging, trouble may arise when it comes to corrugated board. This is a problem that can be resolved, but again comes back to communication.
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
