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Making Morris Smile: Reinvigorating Packaging While Maintaining Brand Equity

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AUTHOR(S):

Jerome C. Kathman, President, Libby Perszyk Kathman

 

Packaging is an essential brand vehicle—a critical medium for capturing consumer attention, building brand awareness, and sharing important messages. Well-designed packaging sparks consumer interest and helps grow market share. Over time, however, even th

 

PUBLISHED: 1998

 

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