Form must meet function for maximum impact.

Great packaging can mean the difference between stopping a customer in their tracks or having them move past your product without even a glance towards your product.  Blinding flash of the obvious, right?  But it bears repeating.

Good marketing blends function and emotion to “arrest” buyers and make them take notice.  That’s why I purchased this bourbon from Cooperstown Distillery.

I grew-up on baseball and have been to Cooperstown and The Baseball Hall of Fame a few times.  Seeing bourbon housed in a baseball bottle with a diamond as its base screamed “buy me”, so I did.  And the bourbon is pretty good, too.   Not only will I buy another bottle of this but I’ll likely keep a bottle as decor on my bourbon barrel server.

The lesson I’ve learned throughout my career is that you need to put as much care and effort into your product packaging as you do your product.