10/28/2011· Branding - Brand Management
Proving Our Value: Measuring Package Design's Return On Investment
By: Rob Wallace
I've spent the better part of 20 years on the package/brand identity design pulpit.With my colleagues in corporate and consultant design, I have tried to spread the gospel of package design's pre-eminent role in communicating the brand's core identity, its emotional essence, and its primary connection to consumers.