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March 2001
Month in Review
Packaging Matters: Image is More Important than Ever
If the consumer doesn't like the packaging on your wine bottle, she or he may never find out how great your wine tastes. There are few, if any, consumer goods categories where so many brands compete on the store shelves. Sometimes the wine sells itself. More often than not, however, the packaging sells the wine. Packaging matters in the lower price categories where consumers don't necessarily know what it is they're buying. Here the packaging becomes the product. And with consumers moving upscal...
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