On January 27th, 2021 Dr. Martin Zethoff - CEO of Innopaqq - a leading product packgaging consultancy agency, held a guest lecture in the MSc course "Product and Shopper Marketing" of Professor Brexendorf. Dr Zethoff can look back on more than twenty years experience within product packaging. He was responsible for the packaging at companies like Wella, Procter & Gamble and Henkel. In his presentation, he emphasized the tremendous importance of product packaging for building a strong brand. He further outlined several options how to design the packaging to ensure a favorable brand experience and to build a brand.
We would like to thank Dr. Zethoff for his presentation and are looking forward to his next presentation at WHU.