 | The title of the article Create a brand new world with packaging does not do justice to the article's content. Unless the term 'packaging' includes the overall brand storytelling and marketing. It's much more than the physical packaging. The author, Ted Mininni, presents a compelling argument for inviting customers to become co-creators of a brand's story, so that they become immersed in their favorite properties. Think Star Wars, Disney Princesses, Hasbro Transformers, and the NFL. Lego is presented as a case study in how to do things the right way. An extremely interesting article. |
