Month in Review
Connecting with the Consumer through Branding and Packaging
Apr 2002 Issue of Wine Business Monthly
"Marketing is more essential than ever for ensuring long-term success." Our annual packaging issue is always popular. That's because the wine business is all about brands. The brand and the packaging establish a direct personal relationship between the consumer and the product and help consumers select from an overwhelming array of choices. Packaging is central to brand's identity, and it often needs to be updated. In "The Gestalt of Packaging," Jeffrey Caldewey reminds us that it is the in...
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