The so-called Brand Owner Collaboration (BOC) department combines the company’s competence and skills in one with the goal to explore improvement and innovation opportunities with brand owners.
It is about adding value by generating cost-savings for potential re-investments into innovation through new performance specifications and/or enhance current packaging solutions by new features or innovative design.
By creating a triangular relationship with converters and brand owners, Siegwerk sees the opportunity to better understand the market needs and to identify relevant topics enabling the company to shape the future of packaging by channeling its R&D activities into the market segments of the future.
Through direct collaboration with Siegwerk, brand owners in return benefit from Siegwerk’s overarching technical knowledge and conceptual skills with regard to all different kinds of packaging applications. As the BOC team works across the company, it is set up to spearhead utilizing the full force of Siegwerk’s Business Unit excellence as support leading into faster response times and cross-application information.
“We don’t see packaging as a technology, we see it as a business model, therefore we consider the entire value chain by default, targeting specific areas that unlock value for the broader chain,” said Belal Habib, head of Global Brand Owner Collaboration at Siegwerk. “When focusing on performance specifications for packaging to enable less restrictive material choices, significant technical but also conceptual skills are required to generate tangible results that can be applied to both innovation and value generation. And this is the exact support our BOC team can offer.”
Next to concrete brand owner requests correlating with Siegwerk’s ink expertise, the BOC team can also help in case of overarching requests of strategic relevance e.g. related to the Circular Economy.
“Our pan-Siegwerk lens enables us to join the dots between external obligations, application-specific requirements and the brand owners’ individual needs and spot opportunities for improvement that could impact either us as ink provider, the converter and/ or brand owner or the entire relationship,” Habib said.