Packaging is the backbone of brand identity. Yet, ironically enough, it seems packaging is going through somewhat of an identity crisis itself. Some argue that packaging is simply a part of the supply chain. Others feel whoever ‘owns’ packaging is neither here nor there. Udo Panenka, President of Esko, makes a strong case that packaging is the centerpiece of the consumer experience, and therefore inseparably tied to the origins of marketing itself.Mr. Panenka’s full article is available at Brandingmag.