What’s the secret to elevating a packaging to iconic status?

The concept of designing an iconic package, a package that, in its essence, becomes a signature part of the overall brand, has become something of a holy grail for brand managers and package designers these days.

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What needs a logo?

• Cultural relevance: “Brands do not belong to corporations but people”
• Points of contact with people: “Brands communicate differently, different times and point of contacts with people”
• Connection & Dialogue: “Brands are connected to people and listening”
• Social Impact: “Role of the brand as part of the economic and social fabric”

Based on the book Emotional Branding, written by Marc Gobé

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Written by Loic Bonnaillie, http://bonnaillie.com , a blog on the best practices

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If you liked this post, I recommend you to read:

• Need to Desire
• 10 Commendements of Emotional Branding
• Marketing Warfare