Daymon’s Andres Siefken on Private Brand.

Siefken-Andres-07The weekly web mag Store Brand Decisions published this fascinating interview with Andres Siefken, vice president of brand strategy and marketing for private brands broker Daymon Worldwide, based in Stamford, Connecticut. According to Siefken,

“I see tremendous growth as retailers get better at managing their brands. I also see a lot of competition from national brands, but the value alternative will consistently be with the private brands”

Resist the Temptation of Easy Money for Long-Term Store Brand Growth
Thought Leadership:
Andres Siefken, Daymon Worldwide

Consumer packaged goods companies are cutting back on innovation, reducing prices and throwing money at retailers and consumers with increased promotions and store coupons to compete more forcefully with store brands –– all strong indicators that store brands are gaining sustainable growth in the marketplace.

In fact, CPG companies are so concerned about the incursions of store brands on their sales and earnings that some are beginning to refer to and/or compare their brands to private brands in advertisements, according to Andres Siefken, vice president of brand strategy and marketing for private brands broker Daymon Worldwide Inc., based in Stamford, Conn.

Read the entire story.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.