EXPERT ADVICE
Products change in competitive markets, where the Pack and the brand are not enough to guarantee success: 60% of volumes come from repeat purchases; it is therefore critical to develop a good product. “You can’t produce a successful brand & Pack, without producing a good product first”: Jeremy Bullmore. But developing a good product is no longer enough. Brands must strive for excellence to complete this Challenge: to succeed in creating a unique sensory experience, by optimizing real tools of differentiation in the market.