When Apple packages its products like the iMacs, new generation iPods or the iPhones, the company does so with great deliberateness. Unwrapping the packaging reveals the products and their components in stages, increasing the consumer’s excitement every step of the way. This creates such an impact, many Apple devotees keep the packaging, and even integrate it into their home or work space décor. It is obvious that Apple uses every opportunity it has at its disposal to create brand ambassadors, not mere consumers of its products.
excerpt from a great read on how packaging can create more loyalty among consumers to brands...by creating 'second moment of truths' aka SMOT to keep the consumer engaged even after the 'first moment of truth' aka FMOT.
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