Discover your next big idea at PACK EXPO Las Vegas this September
Experience a breakthrough in packaging & processing and transform your business with solutions from 2,300 suppliers spanning all industries.
REGISTER NOW & SAVE

Strive to innovate PLMA audience told

Don't view the current economic slump merely as a window to build short-term sales, but rather strive to change consumer behavior and build shopper loyalty by understanding your customers and their needs over the longer term.

Scott Lucas
Scott Lucas
That was the message from Scott Lucas, executive director at Interbrand, at Monday's kickoff breakfast at the Private Label Manufacturers Association's annual trade show in Rosemont, IL.

Lucas, whose company develops branding and packaging strategies for both national brands and private-label brands, encouraged an audience of 500 brand owners and other industry professionals to push packaging innovation and thereby further improve brand value. "Build on a foundation of shopper insights and brand meaning," Lucas advised.

"Success will require in part that brands understand why innovation matters to consumers. Then, they will need to implement both a branding strategy and a design strategy that work hand-in-hand," he added.

Lucas cited a fresh industry figure that 80% of brand interaction occurs through the packaging, and said private-label brands should look to leverage packaging further than they already have to build even stronger connections between the store and the brand.

Store brands that innovate can have a halo effect not only on their own products but also on the store and all the other private-label brands by lifting consumer perceptions of both the store as a brand and the value of private-label brands on the whole inside the store, Lucas explained.
Conveying Innovations Report
Editors report on distinguishing characteristics that define each new product and collected video demonstrating the equipment or materials as displayed at the show. This topical report, winnowed from nearly 300 PACK EXPO collective booth visits, represents a categorized, organized account of individual items that were selected based on whether they were deemed to be both new, and truly innovative, based on decades of combined editorial experience in experiencing and evaluating PACK EXPO products.
Take me there
Conveying Innovations Report
Annual Outlook Report: Automation & Robotics
What's in store for CPGs in 2025 and beyond? <i>Packaging World</i> editors explore the survey responses from 118 brand owners, CPG, and FMCG <i>Packaging World</i> readers for its new Annual Outlook Report.
Download
Annual Outlook Report: Automation & Robotics