Though a traditional b-to-b packaging company, Sealed Air has recently invested additional resources in consumer promotion of its flagship brand Bubble Wrap. It's an effort that Ken Aurichio, director of corporate communications, explains could help differentiate the trademarked brand from generic competition, catch the eye of industrial application businesses and retail partners such as Staples, and build its reputation among stakeholders.
 
“We want people to understand it's a brand trademarked by Sealed Air,” he says. “It will help ...