-1.09DS Smith at the Lindenhaus Dialog
The Lindenhaus Dialog, the annual conference by creativ verpacken, took place in Berlin at the end of November. The speakers fascinated the participants with thrilling and innovative presentations on the topic of 'packaging in the future'. DS Smith was present as sponsor of the event.
Take courage – packaging in the future
There is a saying that goes: "the future belongs to those who dare." That this also applies to the packaging sector became quickly apparent to the participants of the 15th Lindenhaus Dialog in Berlin. For those who want to be successful in these rapidly changing times need courage: to continue proven and sensible integration of new ways and concepts.
The programme of the conference was developed by Ute von Buch, who was able to attract very interesting speakers for the Lindenhaus Dialog. The three themes on the first day were 'Sustainability - getting away from a throw-away society", "Just online as of tomorrow? How the internet is changing and influencing trade" and "From a trend to implementation - trends as the engine for your own company". The approx. 60 participants agreed that new ways were necessary to be able to be commercially successful in the future.
"Branded good manufacturers invest a lot of time and money in building up their brand and to emotionally position themselves in the minds of the shoppers. But the focus is often on classic advertising," says Anja Röhrle, D-A-CH Marketing Manager at DS Smith. "When the shopper arrives at the point of sale, they often can't find their way back into that brand world. Depending on the category, up to 70% of purchase decisions are only made at the POS." With examples she showed how to increase turnover by building up brand worlds at the POS with packaging and displays, thereby allowing the brand to be experienced there.
The future belongs to courageous companies. With innovative packaging and displays brand worlds can be transported to the point of sale and can be experienced there by the shopper.
On the second day Prof. Dr. Linxweiler, working under the title "Simplex Branding", showed that "courageous packaging allows the brand's soul to speak". Christian Klemenz, Founder & CEO of St. Erhard GmbH, presented on how important the packaging design is for the success of premium beer. And the final presentation of the two days impressively demonstrated how closely related a packaging relaunch and company positioning are.
Moderation of both days was in the capable hands of Ute von Buch, the Chief Editor and Publisher of creativ verpacken, and Dietrich von Buch, the Managing Director of the Lindenhaus publishing company. The breaks and the evening events gave the participants of the conference an ideal opportunity for good discussions and to network.