What are some of the primary ways that Crown helps customers develop unique packaging designs and technologies?
It’s nothing novel but Crown’s framework includes seven dimensions or ways our customers can help build their brand: Visual Appeal. What’s your differentiation on the shelf? Consumers primarily use color and shape to identify a product. If you develop a proprietary shape or color, you’ve got a powerful way to differentiate your brand on shelf. Innovation. What can you do that’s new and different? This can take many dimensions. Altoids made a material decision on their product and used the material to position the brand. This increased the emotional ties with Altoids’ already loyal customer base. Convenience. What convenient features can you add that the consumer values? Consider packaging technologies that offers easier open-ability, pouring, turning, or value-added features that consumers are willing to pay for. Brand Protection. Technologies to prevent counterfeiting and tampering for companies with global products are improving. Novel shapes and novel technologies can prevent counte
