Packaging has long been considered an effective promotional tool for CT brands. But it now plays a more important role than ever when it comes to creating a strong, cohesive brand image. As ceo of DieterBakicDesign and DieterBakicEnterprises, Dominic Bakic, explains: "Brands are still struggling with fragmentation in the market and their limitation to create a complete line-up when it comes to non-cylindrical shapes. Moreover, the ongoing diminishing influence of advertising means packaging has evolved from the silent salesperson to the loud brand ambassador and the most important means of communication for brands."
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