Smart brand owners know the value of developing a well-conceived packaging program for their consumer product and licensed brands. They know their retail categories intimately. They're diligent about market research. They study how consumers interact with their products in the retail environment. And they understand that establishing … Read More
Every brand that chooses to enter the world of licensing needs to have its own packaging program. And I'm not talking about a simple rectangle with the property logo and a background pattern placed inside of it that some licensed brand owners call a packaging program. I'm … Read More
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