“The power of packaging has finally been revealed. Packaging is now being embraced as the brand ambassador it always was, but more fully now that a more expansive and untraditional view of ‘advertising’ is being adopted. Packaging is no longer being thought of as an expense but a value-added contributor to the brand/product experience. Packaging professionals are finally being invited into the C-suite to retrain corporations as to how to work with packaging and unleash its potential.