Like the woman who wears red to a party where everyone else is dressed in black, the package that dares to be different gets noticed. Most products begin as commodities. Send them to market without a bold brand identity whether they're in dull or pretty packaging and they remain commodities. But a package with zing -- one that says "I'm unique, I'm best, notice me" -- begins to build equity in the brand. Despite their paying lip service to the importance of creating a memorable brand ...

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