The first part of it is the often described as the ‘second moment of truth’ (the first moment being in store).
This moment can provide a good opportunity to deliver a WOW brand experience.
Some brands get this wrong (think anything in a plastic moulding)
Some brands get it absolutely right (think Apple).
The film above is a fun parody of the affect you should be achieving when the consumers opens the box for the first time. If you can do this you are far more likely to cement the consumers' view that they made the right brand choice.
They may even tell their friends about it.
If you can do that and build advocacy you will have a winning brand.