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FLEXO Magazine : November 2013
• The Four Rs: Easy-to-remember characteristics the report sug- gests can "offer future potential for converters to contribute more fully to building brand strength": Recyclable Refillable Returnable Non-Rigid Packaging SUPPLIER OPPORTUNITIES And, there are two pointers in the report for businesses that handle raw material supply: Reduce brands' eco footprints and improve quality presen- tation. By engineering materials that meet certain goals, such as weight reduction and increased recyclability, the report argues that suppliers can have a direct influence on a brand's reputation. Plastics are specifically cited, through quality improvements in their glass-like finish, glossiness and ability to develop fingerprint smudge, as one such material. Smithers Pira's Brand Strength and Packaging study is based on an in-depth combination of primary and second- ary research, including interviews with managers of leading global brands and key players across the packaging value chain, including packaging converters and raw material suppliers. To purchase the report, visit www.smitherspira.com www.flexography.org NOVEMBER 2013 FLEXO 21 Figure 3: Packaging: Shaping Brand Strength to 2015 Key Themes New Opportunities Comments Innovation needs a purpose Brand fit, Consumer relevance Supplier innovation should be brand-centric and should demonstrably add value Ownable differentiation Shape, Usability, Sensory branding Unique features to distance brands from private label Segmentation Market evolution Breeding new opportunities for aligned packaging solutions Convenience Usage occasion, Pack format, Portion control, Packaging diversity Portability, Simplifying Life, Affordable treats, Healthy living, Aligned to changing needs and using borrowed insight Sustainability Brand fit, Brand trust Recyclable, Lightweight, Use of recycled material, Refill packs and flexible packaging Ergonomics Improved handling, Marrying usage occasion with the target consumer Non-slip, Solutions designed for car travel Merchandising Color/design blocking, Re- usable mobile units Improved shelf impact, Improved profitability Low-cost based industries Visual and surface finishes, Ownability Where packaging functionality is, optimal innovation should be channeled to enhance brand impact or target ownable structure Transparency Product display Driven by aesthetics, safety, reassurance, aligned to purity or to denote fill level in product categories such as juices, baby food, chilled dairy, snacks and home care Small packs Interactive packaging Where there is limited space for design and legislative copy Acoustics Brand fit, Quality, Function Sound can work at three levels to build brand strength Source: Pira International Ltd.