In this thought-provoking session, Mardie Bays, Vice President and Head of Client Services at SGK Brand Experience, explores the pivotal role of packaging as the centrepiece of an emerging brand’s marketing strategy. With her extensive expertise in brand experience and integrated marketing, Mardie will discuss how packaging does more than convey product information; it can lead a brand’s storytelling, drive consumer engagement, and serve as the foundation for all other brand touchpoints. This session will challenge attendees to consider the role of packaging in creating memorable, meaningful connections with consumers, especially in the face of limited touchpoints. Mardie will illustrate how purpose-driven packaging can lead or support brand positioning, build authenticity, and transform consumer interest into loyalty, while also aligning with specific channels and audiences in nuanced ways. Audience Takeaways: Frameworks for designing purpose-driven packaging that captures brand story and resonates with consumers, inspiring loyalty from the first interaction. Strategies for maximising limited touchpoints by aligning packaging and assets in ways that enhance brand consistency while adapting to unique channel needs. Actionable ideas for creating functional, interactive packaging that engages consumers beyond the shelf, fostering lasting connections and brand affinity.