It’s easy to think of variable marking, coding and identification requirements as a necessary evil, but the truth is they’re a necessary good. Markings on packages and labels can benefit brands in many ways, from meeting requirements for traceability, to assuring consumers of product authenticity and freshness, to delivering a customized experience that builds loyalty. But for some brand managers, variable printing carries a stigma of being costly, difficult to manage and error-prone. It doesn’t have to be that way. Learn how variable coding can support high-quality production while helping your brand stand apart in the marketplace. This presentation will look at five ways packaging codes and markings can benefit consumers, producers, retailers and the brand itself.
Lyndsey Farrow is an expert in marking and coding requirements in the CPG, pharmaceutical, and medical device industries with Matthews Marking Systems, a Division of Matthews International Corporation. With over 10 years of marketing communications experience, Lyndsey has published articles on the craft brew and tire industries, as well as product packaging best practices.
Liz Churchill has 30 years’ experience in the product identification area, identifying products through bar codes, text and graphics in industrial, CPG, pharmaceutical and medical device markets. With an Industrial and Systems Engineering degree from Ohio State University, Liz has been issued two application patents for a track and trace system in the global wine market. Presently, Liz focuses on global sales and marketing, working with sister companies to provide winning solutions from primary packaging through distribution of products.