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“The Package is the Brand”

Back in February, I was the opening keynote speaker for the Innovation Takes Root conference, organized by NatureWorks.

I’ve often spoken around the theme that ‘the package is the brand’, and this is becoming even more so the case with intelligent packaging technology!



USA – Orlando, Fla, The Innovation Takes Root conference, organized by NatureWorks, brings together Ingeo users from across the product’s different global vertical market segments to share the innovative solutions being created using the PLA (polylactic acid) biopolymer, reports Trina Tan.

In the spirit of the conference theme, the program kicked off with a keynote presentation by Jim Carroll, a futurist, trends and innovations guru, who challenged the audience to reconsider their attitude towards innovation, and their willingness to adapt to change in our economic, social and environmental global ecosystem.

One of the interesting points raised by Carroll was about how packaging is increasingly becoming THE brand (think about the consumer experience of opening an Apple iPhone packaging), which in turn makes it even more vital for brand owners to make use of the Package to market themselves, and push the packaging supply chain to innovate.

Bearing in mind the constant shifts in the market, Carroll said, “We need to learn to look at the market trends, and see the opportunities that lie behind them.”

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