Delivering Brand Promises Through Great Packaging

July 9, 2013 | by Diana Fryc

In his latest article, Mr. Lemley challenges marketers to go beyond adequate packaging. To think beyond drowning people with feature and benefits that appeal to the customer’s rational thought process but to their emotions.

Mr. Lemley: “Well-executed package design not only appeals to consumers’ rational thought process but to their emotions which trumps features and benefits every time.”

As the article progresses, Mr. Lemley discusses the importance of creating package design within the context of a well-executed brand strategy based upon your organization’s core values.

To support his statements, Mr. Lemley gives examples of package design in several consumer product categories that deliver strong, brand-driven storytelling based upon the brand’s core values.. “It’s really crucial for brand owners to get it now; packaging isn’t about selling products. It’s about selling the brand as the one and only.”

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