The Private Brand Argument Gets Lively.

This interesting article from the Ventura County Star comes complete with debate. Although the sources seem a little misguided with opinions that were relevant ten years ago the conversation is certainly lively. What do you think?

When it comes to store brands, it all depends on whom you ask

What’s in a name?

A battle is brewing between generic and brand-name products.

Heinz. Tide. Tylenol.

These are brands consumers know and trust, yet they are losing market share to retailers’ private-label brands such as Walmart’s Equate.

At a time when shoppers are pinching pennies, store brands are gaining. Not only can private labels sell for up to 40 percent less but also they have upped presentation with full-color packaging.

“When’s the last time you saw a ‘generic’ brand?” said Rob Frankel, branding expert. “I’m sure that many shoppers don’t even realize they’re buying generics at this point.”

Once snubbed, generics have come a long way both in design and content, Frankel said. Back when private labels were in plain packaging, “It was a much more conspicuous purchase It screamed that it was for poor people,” Frankel said.

Now it seems brand names are the ones losing favor.

Read the entire article.

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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.