Improving the Package Development Process

The stereotypical marketing model that favored ad hoc creativity, mass media investments, and a nebulous connection between spending on marketing and returns is long gone. Process, metrics, and technology should rule and drive successful marketing today and in the future. Equally transparent is a strategically advantageous venue where consumer food companies can make the transition from the old to the new model—in their packaging.

More Attention to Packaging Needed
With food companies spending up…