The article is written by Ted Mininni, the President of Design Force, Inc., USA

I wrote and published an article once with the title: “Advertising is Dead. Long Live Packaging”. Since POPSOP brought this up in my recent interview with them, I thought it worth discussing. While the title of the article is a bit of an exaggeration for the sake of grabbing attention, there’s more than a kernel of truth to it. With increasingly fragmented audiences and more consumers tuning out conventional advertising than ever, the whole proposition needs rethinking.