July 28, 2007
Deepak Manchanda

Designing a package is actually designing its brand identity

Maximising design effectiveness

“The only thing permanent about marketing to customers – is change!” the acclaimed Brand Guru, Jagdeep Kapoor, writes in his book Brand Switch. He observes that “the era of Brand Switch (as opposed to Brand Loyalty) is upon us” and among the biggest challenges facing Brand Managers today is to manage the Brand Switch scenario. He further goes on to define his Brand Switch Module, in which one of the key tasks outlined for a Brand Manager is the task of attracting new customers.


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