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Just having a green message and a green product isn't enough. You have to continue through all the way to the packaging. "Carry the green opportunity through to the packaging," says the author, a branding and marketing company geared specifically toward green projects. "Come up with a unique packaging, which will also be overall a cheaper packaging. That will garner loyalty. Not doing so is an opportunity for a huge let down by the consumer looking for something consistent from the online experience to the shelf." You want to reinforce the brand at any opportunity open in the space.
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