You don’t have to be a boutique shopper marketing agency like birdsong gregory to understand the marketing power of well-designed packaging. Not only does packaging have a longer shelf life (pun intended) than an advertising campaign or promotions program. There is no other consumer facing media that creates such a powerful one-on-one experience. From the time a shopper notices your brand on the shelf and then buys it, stores it, and (re)uses it, they have formed an indelibly physical relationship.

Fact: you can renovate or launch new packaging for less than 10-25% of the total cost to produce a TV spot or run a big print ad campaign.

Which is why brand strategies are now being built from the package outward and successful brand managers and designers increasingly understand the value of starting with the package first. In a major shift in the shopper marketing universe, brand expression is now centering in the package design and using that design to architect all other brand touch points.

As part of the 2013 HOW Design Conference, this year’s Dieline Package Design Conference will help package designers will discover how to gain recognition and respect by articulating what design means to a brand.

Now in its 3rd year, The Dieline Package Design Conference has become the leading design conference focused solely on the package design industry and package designers. The Dieline Package Design Conference is an extension of TheDieline.com, the popular design blog and the world’s most visited website on package design.

We hope some other Charlotte advertising agencies will be able to attend HOW Design Live, which takes place June 22-26, 2013 at the Moscone Center in San Francisco, California. It consists of four design conferences: HOW Design Conference, InHOWSE Managers Conference, Creative Freelancers Conference, and The Dieline Package Design Conference. More than 3,800 design professionals together will gather for training, professional development and networking with peers at this annual event produced by F+W Media, publishers of HOW Magazine and Print.