It does what it says, but not in a generic and forgettable fashion.
"A collection of graphically designed intangible ideas" guaranteed dead on arrival.
Same goes for product: "Build Once, Sell Twice"
It's often massively overlooked, but it's the most important piece of the puzzle.
"Never judge a book by its cover" is such a prevalent idiom because everyone judges books by their covers (and until we get some sort of DNA overhaul, we always will)
Also worth saying that it’s a dangerous skill in the wrong hands, and is used unethically every single day.
“Sell the dream, deliver the nightmare.”
And one last point to address a couple of comments, I do not mean packaging in a literal sense (but not excluding it).
Whatever you give people to help them make a decision about becoming (or not becoming) customers, is packaging.
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