WS Packaging grows its label and package printing busines through acquisition and lean manufacturing practices.

By Sue Busch

Bill Smith, WS Packaging Group's chief sales officer, highlights brand owners' ongoing challenge of finding consistently effective ways to differentiate their products. "Maybe there's a need to rebrand a product due to a new positioning, or a brand refresh for a product that's been a category leader but has been losing share to new competitors," Smith observes. "It could also be a line extension that's part of an SKU expansion strategy. Whatever the situation, it all comes down to enhancing shelf appeal with labels and packaging that helps promote new ways of thinking about the product and the category."