Perspective - brand managers

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Purva Sethi interviewed a senior brand manager of health food drinks for her inputs on what goes into designing a package and the importance of packaging

June 13, 2009 | By Purva Sethi

PSA: What is a brand manager’s role in designing a package and how important is the packaging of a product? --- We write the complete packaging brief for the packaging team and are involved even up to the level of transporting the product. Packaging is extremely critical and the biggest component of consumer experience. It is the first point of contact a consumer has with the product, complete with the “touch and feel” element which is missing when you see an advertisement of the product on television.
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