A new book titled Connected Packaging: The Game-Changing Marketing Tool, authored by Jenny Stanley, managing director of Appetite Creative, has been released.
The book presents an in-depth look at the growing field of connected packaging, a technology that integrates physical packaging with digital platforms to enhance consumer interaction.
The publication covers a range of topics relevant to the industry, including recent changes in packaging legislation, particularly within the EU.
The reforms, which have been taking place since 2018, are discussed in detail, with the book offering practical guidance for those navigating the new legal landscape.
Historical overview and future projections
The book spans nine chapters, beginning with a historical overview of connected packaging and moving towards predictions for its future.
Stanley, who is regarded as an expert in this field, draws on her experience to provide insights into the ways this technology could influence the future of marketing and branding.
Contributors to the book include executives from well-known companies such as Domino, GS1, and Amazon, offering their perspectives on the role connected packaging plays in their sectors.
These industry leaders share examples of how the technology is being used to improve consumer engagement and streamline supply chain management.
Legal and ethical considerations
In addition to exploring practical applications, the book delves into the legal and ethical considerations around connected packaging.
As packaging regulations continue to evolve, especially within the EU, Stanley's book aims to offer advice to companies on how to comply with new standards while leveraging the potential of connected packaging.
The book also includes a glossary of relevant terms and a list of further resources, making it a useful reference for professionals working in marketing, packaging, or brand management.
Industry experts weigh in
The book has received praise from various industry experts.
Ali Azar, global product manager at Tetra Pak, described it as a 'must-read' for anyone involved in marketing or packaging innovation.
Other professionals such as Alice Rackley of Polytag Limited and Rachel Sheldon from Greiner Packaging, highlighted the book’s contributions to understanding the potential of connected packaging to transform supply chains and consumer relationships.
Ultimately, Connected Packaging: The Game-Changing Marketing Tool provides a thorough examination of this emerging technology, combining practical advice, case studies, and expert opinions to offer a comprehensive guide to its future possibilities.
