Establishing Identity
"The challenge is between maintaining the right balance between family resemblance, while providing enough differences to improve shopability, and minimize confusion," Lucas says. "Highlighting the difference becomes important. Oreos did this well as they celebrated their 100th Anniversary. You knew it was different, you knew it was from Oreos."
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
