The Do's and Don'ts of Working With Packaging

I guess what I just want to say is every brand is kind of at a different stage in the asset building process. As we've talked before, there's some brands that have that longevity and consistency over time. But even the same brand in different markets has different competitors that they have to deal with. So anything that you kind of play around with when looking at brand identity devices or distinctive assets, you're losing that kind of identification on the shelf and sales will most likely go down. You've got to have numbers behind what you're doing and kind of use that valid method to make those decisions.