Packaging Logo May 14, 2013 Forward
Package Development
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How packaging innovators tear down walls while planning ahead...
main image Ron Romanik, Contributing Editor
It's easy for companies to waver in their commitment to innovation in lean economic times by scaling back resources, downsizing departments, and red-lighting projects. But these short-term cuts can—and usually will—hurt companies in the long term. Packaging improvements that hit the market today can take two or three years to reveal their profitability and unleash the power of a new or a newly differentiated product. Here are some tips to help jump-start—or rejuvenate—your leadership in managing a new package innovation.

1. Break down walls. You don't need X-ray spectacles to see that information shouldn't be hidden behind departmental barriers or organizational "walls." It's important to share consumer insights with all personnel and teams that can drive improvements in packaging platforms and formats. Here are a few ideas to make it happen.

2. Work hard to work together. It's especially critical to ensure that marketing and technical teams work together to prevent tensions from arising. Engineers and technical R&D professionals may suspect that marketing doesn't understand what is or isn't possible, while marketing pros may feel that tech teams are stuck in the proverbial mud.

3. Define the common goal. The key is for all departments to understand that each has a role to play in packaging improvements, and that everyone has the same end-goal. Packaging innovation design doesn't happen in a vacuum.
See the other seven trends...
New materials and containers
New Materials and Containers 1 New Materials and Containers 2
Food-grade rPET resin >> Foam label stock for beer >>
New Materials and Containers 3 New Materials and Containers 4
Foodservice jar >> PVC-free blister films >>
Supplier News
Constantia Flexibles expands South Carolina facility >> Craig Reid named Director of Global Strategy - Digital at INX >>
Video
Video
Interactive cap dispenses active ingredients
Pompton Lakes, NJ-based H2M has launched 989 On Demand, a rehydration beverage in a 19-oz PET bottle with a patented cap that holds vitamins, minerals, and electrolytes inside. The consumer twists the cap to release these active ingredients.
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