This weeks flyer from CVS features a half page focus on it’s Private Brands, with an emphasis on a “Buy One Get One 50% Off Sales” including: CVS brand and the sub-brands CVS Gold Emblem and the natural and organic brand CVS Earth Essentials. Both CVS and Walgreens (also featured in a story today) are in the midst of a dramatic restructuring and redesign of their Private Brand portfolio however these CVS brands really need it. Gold Emblem stands out as particularly awkward.
Each retailer has the opportunity to create unique ownable brand differentiation with their Private Brand… and the one that does will win.
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