GLOBAL BRANDING: ACHIEVING BALANCE

Companies around the world are looking toward both established and emerging markets as fair game, aiming to build strong brands on shelves from Latin America to the European Union to China and Southeast Asia. As these companies increasingly think globally, their instinct is often to go to market with a boldly consistent brand around the world. Ideally, that means a universal approach to packaging worldwide. Most brand owners, however, realize pretty quickly that a blanket approach to packaging may very well be unrealistic. As more companies grapple with the global question, design agencies say that they are called upon to take a more global approach to their packaging work.