"From functional packaging to strategic packaging". With this title the salon Hispack at Fira de Barcelona e IQS Executive Education organized a conference in July in which good innovation practices related to packaging were presented and the keys to integrating the packing in the global business strategy of any company, regardless of the activity sector.
The event, which took place in Barcelona, was attended by Gemma Álvarez, founder of the branding agency Wylma Blein, specialized in designing brand experiences that connect with customer motivations. As an example, Helena Casadellà, brand director, presented a successful case of innovation in packaging: NUK pacifiers.
This session was accompanied by a round table moderated by the consultant and coordinator of the Master in Packaging Management at IQS, Montse Castillo, in which the two previous speakers participated, as well as the director of IQS Executive, Lluís Miravitlles; and the director of the Hispack show, Xavier Pascual. In this debate, different issues were addressed that make packaging increasingly add value to business results.
