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News & Press: Design

Enabling a Brand’s Why Through Design

Monday, May 13, 2019   (0 Comments)
Posted by: Alyce Ryan
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Written By Dr. R Andrew Hurley, PhD, Contributing Editor - Packaging World

Packaging suppliers provide the essential link between consumer data and the brand owner to deliver a legacy brand’s original intent, while keeping it competitive through design.

One of the most popular TED talks of all time is Simon Sinek’s “How Great Leaders Inspire Action”—a topic further detailed in his book, “Start With Why.” According to Sinek, companies discuss products from their perspective of what they do, how they do it, and why they exist. But, to paraphrase Sinek’s thesis, consumers don’t invest in what a brand does, they invest in Why they do it.

Sinek dives deep into brands like Nike, Apple, and Harley-Davidson, and even into historical personalities such as Martin Luther King Jr. and the Wright brothers. These entities all started with a Why, which was crucial in aligning their message with their target market’s intrinsic desires and pains. As a first point of contact, packaging has a tremendous influence on consumer perception, cognitive understanding, and purchase intent. For packaging providers to deliver the greatest value to their customers, they should be comfortable with advising how to communicate the brand’s Why through their packaging.

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