There’s an old saying, "You can lead a horse to water but you can not make it drink.” This is perfect packaging metaphor, because the fundamental tru

There’s an old saying, "You can lead a horse to water but you can not make it drink.” This is perfect packaging metaphor, because the fundamental truth is that the final purchasing decision is made at the shelf edge in store. Many businesses make the mistake of thinking that advertising and sales promotion is what drives the customer’s decision-making process and, as a result, this is the area that usually commands the greatest amount of deliberation and debate.