American Express always hosts
a lounge for its members
at the Consumer Electronics Show,
a place for members
to sit
and to get snacks and coffee.
This year,
they packaged their snacks
in clear plastic-like
biodegradable bags.
I noticed this.
Others noticed this.
It meshed with their branding
– the bags were likely produced
by a smaller business.
And it was forward thinking.
It showed that American Express
is linked into trends
and is aware of
what is important
to consumers
right now.
The packaging made more
of an impact
than the snacks did.
I craft short stories
to give to series readers
every year.
These stories
have the best covers
I can have crafted.
These covers tie into my branding
and promote the series.
And readers notice.
Packaging of your schwag
can be as or even more important
as your product.
Ensure it reinforces your branding.