Private Brand: Beyond the Copycat

The trade magazine Packaging World has been running a regular Private Label Smackdown column on Private Brand for the last few months, the includes a guest critic expressing thoughts and opinions on the world or Private Brand.

This past months post Private Label Smackdown: Private brands that evolve beyond the copycat strategy featured Rob Wallace of New York City-based brand consultancy Wallace Church and frequent contributor here, comparing strategies of private vs. national brand in several product categories with a special emphasis on Target.