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Today’s highly successful and disruptive brands have almost all used co-creation to tackle complex challenges. So it ought to come as no surprise that the same innovation principles can apply to packaging design, writes Amber Bonney.

Authentic co-creation is occurring in many industries, and eyebrow-raising collaborations like Snoop Dogg and Martha Stewart, Mercedes Benz and pro surfer Mick Fanning, Dolce & Gabbana and Smeg appliances, all consistently show that surprise beats consistency every time, and that the uncanny yet authentic co-creation captures and keeps even the most established and traditional brands relevant in the market.

The most outstanding strategies and designs are now being out-sung by products designed via the co-creation model because of the impact, responsiveness and curiosity it creates.

However, genuinely knowing and understanding the value of the product you are selling is key to working and engaging with consumers in flawlessly delivering their most-loved brands.

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