Some books CAN be judged by their cover

When a structure is really doing its job, it acts as an extension of the brand, but it also contains, protects, and showcases the product in the best light. It fits into an appropriate merchandising system. It stands up to transport, shop-wear, sunlight, and other challenges. And it can be manufactured at a cost that meets client expectations. But ultimately, its goal is to become a tangible brand representation that consumers can react to intuitively and in a positive manner. In short, they “get it” right away and enjoy the experience of using it. The structure performs well at introduction and quickly develops strong staying power to remain profitable and on-shelf. That’s the kind of success that can motivate buyers at key accounts to request more expanded product offerings, line extensions, etc.

BILL: Ideally, structural packaging is integrated into the strategic planning of a program and we are involved from the beginning. Oftentimes we have the opportunity to participate in and experience the program criteria, which gives us a deeper understanding of the goals from a holistic perspective. Sometimes we are brought in later in the development cycle, but since we are very adaptable, we can improvise and get up to speed rapidly. As long as there is a clear message that clients and users resonate with, we can bridge them with creative and readily manufactured solutions.