Private Brands Duke It Out!

This months Brand Packaging magazine features an interesting article written by Jean Koeppel the managing director of the brand design consultancy Blue Marlin. The article evaluates national brands and Private Brands head to head scoring each in four packaging strategies the results may surprise both sides.

Private Labels and National Brands are Duking It Out – Who’s Coming Out Ahead?

National brands used to have it pretty easy. Their marketers were class acts with blue chip backgrounds and big budgets. They could outspend and outclass private labels on all fronts, from product quality and R&D to advertising and packaging.

Not so anymore. More and more retailers are hiring top-flight marketers, designers and advertising agencies. They have embraced the fundamentals of classic CPG marketing and, now, some have become so sophisticated that they are in a position to teach brand marketers a thing or two.

So who’s really coming out ahead? We look at four brand-marketing strategies and make the call.

  1. PUT THE PACK FIRST
  2. TELL A STORY
  3. ADD VALUE STRUCTURALLY
  4. DO GOOD

Read the entire article and learn the results.



Facebooktwittergoogle_plusredditpinterestlinkedinmail
Previous articleSenior Manager, Home & Garden Private Label Business
Next articleGuiding Stars and Healthy Private Brand Cereal
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.