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.
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.
- PUT THE PACK FIRST
- TELL A STORY
- ADD VALUE STRUCTURALLY
- DO GOOD