Packaging: da involucro a elemento sociale - Carlo Alberto Carnevale Maffé
Message “on” the Bottle
Packagings become Conversations
Prof. Carlo Alberto Carnevale-Maffè
Strategic Managament Dept.
Bocconi University School of Management – Milan (italy)
Addressing the future challenges for the packaging industry
in a World of Connected Goods
Homo Typographicus vs. Homo Communicans
The evolution of packaging:
• from sheets to
• from folios to portfolios
• from “Pantone” to “i-
How a Class of Calligraphy changed the world...
Don’t “Press”. Just “Touch”…
The entire set of
industry competences is
• Mechanics &/vs.
• Physical &/vs. Logical
• Atoms &/vs. Bits
The Rosetta Stone of cross-language relevance.
The necessity of understanding each
other will never become obsolete.
Communication will always require
the job of codification and translation
among languages, across space &
In a digital world, this means
remapping everything to meta-
“The borders of our language are the borders of our
world” (L. Wittgenstein)
The future of communication is NOT alphabetic
We (still) print (just) to read (many) words…
A “photo” used to be a “printed and packaged”
product. (Ask Kodak for the story…)
I migliori di voi stanno al packaging tradizionale come il Nokia
9110 stava alle cabine telefoniche. Pratico, diretto, personale.
Numeri di telefono a memoria, al massimo sulla rubrica. Messaggi uno per volta, senza sapere se sono stati
letti. Niente conversazioni collettive, niente multifunzionalità, modello di business basato sulle transazioni
(minuti, messaggi=volumi, pesi, metri quadri) e non su tariffe flat (“servizio”)...
Peccato che tra poco qualcuno starà lanciando l’iPhone...
“Leader in innovation and design” (of typewriters...)
Anonymous and unaddressed vs.
Identified and pre-assigned.
The end of anonymity.
How many packages would you like?
• Primary and Secondary Package?
• Tertiary Package (digital shells vs physical “sleeves”, VR and AR)
• Zero Package (E-Commerce, Vertical Farms & Experiental/Educational Retail)
The strange case of Mr. George Clooney
and his Nespresso
The evolution of printing & packaging
A technique that, over time, became an art.
As any modern art, it must rediscover new
• From Hardware to Software
• From 2D to 3D
• From Replication to Customization
• From “1-to-many” to “1-to-1”
A Smiley Face? Farm to Fork…(Source: Business Week International)
A tale of two bridges.
What about the evolution of “packaging industry”?
Close the gap between 1) your customers and their customers and 2) their customers with final consumers.
Extend your perimeter to include your customers’ ones.
Packaging is a product, Communication is a service. Overcome the distance, close the gap.
Regole, metriche, ingredienti, scadenze.
Sono orologi molli.
Prof. CarloAlberto Carnevale-Maffè
Bocconi University - School of Management
From maximizing product shelf-life
to optimizing communication life-cycle