Your brand must be authentic and transparent. Packaging plays an important role to communicate your brand's story and will determine how consumers perceive your brand. Ultimately, living up to the promise of your brand will protect it's integrity.
Brand integrity is a nuanced, important topic for any company. How consumers perceive a company through its products, image, and reputation has a huge impact on the ultimate value of their brand. When a brand loses integrity, its meaning and value to consumers is diminished. And, while every consumer experience may not live up to the highest order promises from the brand, it's essential for marketers to protect the integrity of their brands in order to retain the ability to connect with and win the hearts of consumers.
Read more from the source: mediapost.com