Manutailing & Private Brands – the Future is Now.

This is the first in a three part series written by Eric Ashworth, Chief Strategic Officer of Anthem Worldwide for the package design website Popsop. His manutailing concept is an intriguing take on Private Brand.

Grocery shopper

Manutailing: Part I – The Current Landscape

The time is right for the marriage of CPGs’ new product development expertise and retailers’access to shoppers and ability to execute. Today there are constant questions about traditional media’s effectiveness, a segmented customer base, and a vast majority of purchase decisions being made at the store shelf. In this light, who can justify the traditional brand or new product development cycle? Something more insightful, more collaborative and – above all – more agile is called for. This is manutailing.

The following is the first of three installments beginning with an evaluation of the current market landscape, followed by the history of the private label, and concluding with a closer at Manutailing.

The Landscape Is Changing

Today, retailers – specifically grocery and mass merchandisers – are rethinking conventional business models. Once relegated to replicating CPGs’ offerings with a lower price and lesser-performing “value” alternative, they are now creating brands based on distinct consumer need states. And this, given the recent history of PL success stories – including Kroger’s Disney wellness line as well as Safeway’s Eating Right and “O” Organics – is just the beginning of larger changes to come. There are three key elements driving this belief:

  1. Consumer Behavior:
    Comprehensive analytics of loyalty card data are providing deep behavioral insights into retailers’ customers. By understanding the combinations of purchases in shopping trips and analyzing switching behavior over time, retailers are gleaning insights and perspective that surpass those available to CPG’s.

Read the entire story.

Eric Ashworth - AnthemEric Ashworth is Chief Strategy Officer for Anthem Worldwide where he leads large-scale branding initiatives for major retailers and CPG companies across the globe. Eric has held senior brand and marketing management positions at global branding agencies and consumer product companies. Eric has served as a guest lecturer on brand strategy at the Haas School of Business at the University of California, Berkeley.



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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.