Brand Strategy vs Packaging Strategy

There could be no arguments against the fact the Packaging Strategy has to follow from the Brand Strategy and to be in sink with it. Infact the Packaging Strategy has to have its roots firmly in the Brand Essence and accordingly the Structure of a pack and the graphics should reflect that truly.
However very often Packaging could go wrong if the Brand strategy is not based on a clear consumer understanding and a clear positioning for the offer. The Packaging Development team could consequently end up getting the packaging ready which may look very heavenly but be meaningless for the consumer. Further if the Brand Strategy is lacking clarity on segmentation and differentiation, it could become impossible for the Packaging Designers to meet the consumers expectation.
In the hurry to get the Brands launched and to get the Marketing Strategy implemented, very often the Brand Strategy gets going without the required clarity or focus. The Packaging team can add a whole lot of value by understanding the totality of the Brand offer and getting abundant clarity before jumping into action. A session to work out debriefs, asking relevant questions, talking to consumers and getting involved in preparing the Brand strategy itself would help the Packaging designers to do justice to the task on hand. One very serious knowledge provider is the Consumer research group and the Packaging Designers should make all efforts to get as much in depth knowledge as possible.
Remember, breakthrough innovations come from insights and not from water tight briefs, path breaking Packaging can be created only and only if we let ourselves think laterally.Thus though Packaging Strategy follows the Brand strategy, the Packaging Designers can make a difference if they create a Packaging strategy based not only on the Brand brief but their own drive to create value , consumer insight and an objective to make a difference.