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Link brand believability, belonging, and packaging

Packaging supports a brand’s belief system.

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At a recent conference called Proof: Market Research and Strategy Development for Package Design, Patrick Hanlon, founder and CEO of Thinktopia, outlined packaging factors that brand stewards can follow to make their brands believable.

• All belief systems tell a story; create one for your brand.

• Belief systems begin with core principles. Packaging is the perfect vehicle for laying out your brand’s creed.

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