Packaging is King

From time immemorial mankind has attempted to distinguish the commoner from the king by the use of ‘robes of office’ or the symbols of power (and appeal), such as the crown (or turban). No wonder the idea, ‘Singh is King’ has so much appeal, says Deepak Manchanda It is easy to see how the fiercely com- petitive retail markets too have adapted such practices to assert the superior- ity (or appeal) of their product compared to the next one on the shelf. It is well known that the attraction of beautiful packaging is everything in many categories of con- sumer products. People just wouldn’t buy most of the products they do without the lure of the beautiful boxes in which they are sold. Packaging today, indeed is King! And this makes the corollary, ‘Content is Not King!’ equally true. Content is Not King In a recent article, Andrew Odlyzko writes, “Content, to be effective and valu- able, is entirely reliant upon other factors. Content is extremely important, but it is not the ultimate, universally dominant…

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