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The Product Entrepreneur Podcast

Jan 17, 2022

In this episode, Maureen interviews Michael Keplinger of SmashBrand on the role that packaging plays in marketing, how to stand out in a saturated market, and why building a strong brand is foundational to having great packaging.

With online shopping, things are changing.  However, some products will always be on the shelf.  With those products, like food items, packaging has to do almost all the work.  Until a brand becomes more well-known, it’s up to packaging to attract consumers in the store.

In eCommerce, packaging still has a huge focus.  You’re so limited on what you can put on packaging that you have to focus on what is important.  When you search online, the first thing you see is the front of the product.  Regardless of product or category, every product needs engaging packaging.

Michael takes a scientific approach to consumer marketing at Smash Brand, and then this data is married with the creative to create packaging that connects with consumers.

On Instagram, find @maureenmwangiofficial.

On LinkedIn, find Michael Keplinger.

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