Packaging That Sells

InterContinental Chicago Magnificent Mile // Chicago, IL

October 8 - 10 // 2018

Monday, October 8

Monday, October 8

12:00 PM - 5:00 PM

Exhibitor Set Up 


5:30 PM - 7:00 PM

Welcome Reception


Keeping It Fresh: The Power (and Pitfalls) of Line Extending
Erin Paul, Director of Design Strategy, Trinity Brand Group

Brand development is under fire. Innovation is the new imperative, and the key to staying fresh often means looking at how an existing brand can stretch beyond its core offering. Requiring less capital and fewer resources than launching a new-to-world brand, a well-executed line extension can reach new audiences, satisfy more need states, and deliver a strong ROI. But the potential of a big reward has risks. Extensions must be carefully considered to avoid brand dilution and cannibalization. In this presentation, Erin will discuss how iconic brands extend into new territory without losing what made them special in the first place.


Platinum Sponsors
Glass Packaging Institute HLP Klearfold

Gold Sponsors
Silver Sponsors

This event is proudly produced by the BNP Media Packaging Group
Brand Packaging Flexible Packaging Packaging Strategies Packaging Strategies News