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Kill the cliche.(Editor's Comment)
- Article from:
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Paperboard Packaging
- Article date:
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May 1, 2005
- Author:
- Andel, Tom
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Copyright informationCOPYRIGHT 2005 Questex Media Group, Inc. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)
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If people repeat something long enough, they start believing it. "Corrugated's a commodity" has been a catchy mantra among some of your customers for a long time--so long that it has evolved into a cliche. Cliches are like a crooked politician's promises--destined to be broken.
Take another look at this issue's cover. What you see there is a corrugated solution designed to make everyone's life easier. The people who receive this package by UPS or FedEx don't have to struggle with a commodity to gain access to the new wheelchair inside it. The chair's manufacturers saw to that--they and their corrugated supplier.
The result of their collaboration is a testament to the ...