Top Bloggers Rights this month go to Mickael Minot, Brand Owner Director at James Cropper.

One of his blogs, “Investing in a brands soul”, has been showcased on Quick Print Pro's Best Blogs In Print website.

The stats add up to Mickael Minot being awarded the print industry top blogger of the month accolade.

Investing In A Brand’s Soul

By Mickael Minot, Brand Owner Director at James Cropper

The Modern Economy Demands A Lot Of Paper.

It’s a material that we ask to carry a lot, both literally and metaphorically. When you need to send important information, you use paper documents. When you need to protect heavy or fragile items, you can pack them in heavyweight boxes made of corrugated board. And, on a deeper level, paper also carries the dyes, pigments, and messages that bring brands to life in their packaging, labels, and marketing collateral.




In the right hands, though, paper can be more than just a medium. It can be part of the message in itself – one that consumers can reach out and touch for themselves as part of a true multi-sensory experience. This sensorial quality means paper can also possess many intangible qualities that can be just as important. And like anything important, this ‘soul’ is worth investing in.

Brand Stories Made Tangible

For many of the world’s leading brands in sectors like luxury, beauty, and lifestyle, this hard to describe yet instantly recognisable quality is something that is earned through decades of heritage. It is central to their appeal, but it can’t be bought. Instead, it stems from a reputation for quality and craftsmanship.

The packaging used to protect and market these products must reflect this craftsmanship, and that includes the materials it is made from. In paper, each sheet tells a story through the way its fibres weave together, its pigmentation, and its finish, translating a brand’s values from abstract concept into something real. Packaging doesn’t just tell, it shows.




For example, paper made from recycled fibre often has its own unique look and feel that marks it out from virgin paper. Paper fibres are imbued with a sort of memory that is immediately obvious to the touch, giving recycled paper a rustic, authentic texture. It reflects the circular journey that the material has been on before, eventually landing in the consumer’s hands. Maybe it was once a notebook, a coffee cup, an item of clothing – at James Cropper, our Fibre Blend Upcycled Technology includes used denim fibres – or maybe just another piece of packaging. But, crucially, that history will be passed on to the consumer as soon as they touch a piece of recycled paper material. When used in the right application, this can give packaging an invaluable authenticity, but it needs to be accounted for in the product design.

Continued here:

www.bestblogsinprint.co.uk/blog/investing-in-a-brand-s-soul