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 ...

REGISTER TO VIEW THIS ARTICLE - Register for a Free Account

WhyRegisterfor FREE?

Salary Survey 2015

Registering for content on Supermarket News will give youINSTANTaccess to invaluable articles and media content that industry professionals rely on. You will have access to our special reports, feature articles, and industry analysis. It’sFREE, easy and quick. What are you waiting for!In addition you will also receive complimentary access to the SN salary survey data tables.

Click here to read the FAQ page if you have any questions (opens in a new window)

Attention Paid Print Subscribers: While you have already been grantedfreeaccess to SNwe ask that youregister now.We promise it will only take a few minutes! Or visit your profile and add your print magazine account number and zip code.

Already registered? here.