Abstract
PACKAGING IS A critical dimension of branding, a visual shorthand for communicating with consumers. To facilitate recognition and reinforce brand messages, it is generally regarded as a permanent medium—a valuable corporate asset. Edwin Visser, however, makes the case for “topical” packaging—packaging that changes to include special promotions, seasonal associations, historical references, and sponsorship programs—strategies he believes can confirm a brand's vitality, improve sales, and enhance customer loyalty.
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