How to sell packaging innovation within your company

Three steps can help you sell packaging innovation inside your organization. According to PTIS Associate Ernie Pang, do this:

Use innovation to differentiate your brand from the sea of lookalikes on store shelves. Highlight the innovation to tell consumers that you have listened to their problems.
Leverage a cross-functional team to deliver meaningful innovation. Marketing, sales, manufacturing and logistics are key functions that solve problems when they work together.
Deliver hard benefits that yield positive economics, cost savings or a premium price. Then show the upside of soft benefits: increased displays or wider distribution.