In the eCommerce era, manufacturers have lost control over how and why consumers select their products. Over the past decade, the online channel growth has caught many companies flat-footed, and unable to adapt to the reconfigured market landscape. In this Industry Today article, Motiv offers 3 specific ways that companies can manage brand perceptions and re-gain relationship equity with customers that’s lost through online purchasing. For starters, they must take advantage of a customer’s “out-of-box experience,” with packaging solutions that deliver positive visual and visceral impressions while they are unpacking or removing the product from its box. Read the full article here.