Establishing Identity
While in this instance the packaging expressed "premium" as the key indicator for what the Febreze product offered, packaging should be doing this to express all product benefits. According to Jim Lucas, director of global insights and strategy for SGK (formerly Schawk!), packaging should express a benefit and provide a choice.
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
