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Innovation is the New Value

By: Daniel Abramowicz
Posted: March 2, 2012, from the March 2012 issue of GCI Magazine.

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In addition to innovation, sustainability continues to be top of mind for brands when designing packaging. The green movement is making companies be more conscious about the materials they use in their products and packaging, as well as how they transport the end products to stores. At the same time, with retailers such Walmart continuing to emphasize the score card model, the demand for sustainable packaging continues to grow.

Finally, packaging’s role in a brand’s overall marketing mix continues to evolve. Many companies include quick response (QR) codes on their packaging to encourage consumers to visit the brand’s website, Facebook page or Twitter feed. Commonly, this is coupled with an offer for free coupons or other types of incentive. This marketing tactic capitalizes on modern consumers’ desire for enhanced interaction and instant gratification. At the same time, it presents new channels and opportunities to educate customers and keep them engaged with a brand. Ultimately, of course, the goal remains the same—to build brand loyalty through a positive initial experience.

As packaging technology continues to advance and consumer demands continue to change, brands must always match the two to maximize success.

Daniel Abramowicz is the executive vice president of technology and regulatory affairs at Crown Holdings, Inc., with global responsibility for innovation and technology development across Crown’s business platforms. Abramowicz received a Bachelor of Science degree in chemistry, and a Bachelor of Arts degree in mathematics and computer science, from St. Francis University. He earned a master’s degree and doctorate in physical chemistry from Princeton University.