Brand Assets: Do Yours All Speak The Same Language?

We know that it is crucial for digital assets and physical packaging to speak the same language – so why is this so often not the case?

Ali Crisp, JPG Europe’s Business Unit Director, shares what every brand owner and private label retailer should be focused on to ensure they’re building trust, not damaging it.

In today’s omni-channel world, a product's story isn’t just told on the shelf, it’s told on screens across a whole host of digital platforms. Yet too often, a critical disconnect remains: the content online doesn’t match the printed packaging in-store.

Also, strangely for many brands and retailers, the production of e-commerce assets and packaging artwork are still treated as separate workflows, managed by different teams, leveraging different resources.

The result? Inconsistent messaging, duplicated effort, slower speed to market and increased risk.

The connection between “in-store” and “online” continues to evolve and consistency has always played a key role in building brand equity and trust with consumers. However, achieving it across thousands of SKUs and multiple online and physical platforms is becoming increasingly complex.

Every inconsistent brand asset chips away at shopper trust.

The true challenge that brands and retailers face is that consistent product content cross-channel is no longer an operational requirement - it’s brand protection at its core.

The consistency challenge…

Far too often, what should be an integrated process is managed in silos, treating e-commerce and packaging as separate domains. This leads to…

• Mismatched information that erodes consumer trust
• Compliance risks, particularly as regulatory scrutiny increases
• Inefficient processes, with duplicated efforts and wasted resources
• Brand dilution, with inconsistencies in tone, claims, and visual assets

In today’s landscape, accurate, up-to-date product data becomes a non-negotiable across every channel, not just physical packaging.

One Source. One Workflow. Total Control.

At JPG, we believe the answer lies in a single, connected content ecosystem. By centralizing the creation, approval and deployment of both e-commerce and packaging content through one unified workflow, brands can…

• Eliminate duplication and reduce rework
• Ensure regulatory and brand compliance across all formats
• Deliver faster, more cost-effective launches
• Maintain creative integrity and consistency at scale

This is where JPG leads. With deep industry experience, hands-on leadership, and smart technology at the core, we help our clients stay ahead - protecting brand reputation, improving speed to market, and simplifying complexity.

Consistency isn’t just about accuracy, it’s about trust. In a fast-moving, multichannel world, trust wins.

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About the author

Jupiter Prestige Group