The Evolution of Store Brand Marketing: PLMALive!

CdurhamPLMAliveThis month’s edition of the Private Label Manufacturers Association’s (PLMA) web based video magazine PLMALive! includes my latest story on what’s going on in Private Brand. In “The Evolution of Store Brand Marketing” I discuss the emergence of private brand mass media marketing with a look at Private Brand TV commercials.

And don’t miss the new Private Brand Symposium at Omnishopper 2015, July 20-22, 2015, at the Radisson Blu in Chicago. I am chairing the conference will be presenting and have curated a groundbreaking cross channel lineup of speakers.

REGISTER TODAY!
MY PRIVATE BRAND READERS SAVE 20% WITH CODE OMNI15MYPBRAND

The Evolution of Store Brand Marketing

Private labels have traditionally thrived on shelf placement and great margins, leaving traditional mass media advertising to the national brands. However, as retailers have embraced the necessity of differentiation, they have also discovered the benefit of transforming their traditional private labels into consumer-focused brands and telling the world about them. This transformation has resulted in retailers and their private brands becoming sophisticated marketers who are leveraging old school mass media to create engaging TV commercials that are designed to drive traffic to their stores, and ultimately, to win.

Leading the pack of bricks and mortar retailers who have given their brands a starring role on TV are Kroger and Target.

In early 2013, Cincinnati-based grocer Kroger launched its lifestyle-focused natural and organic brand Simple Truth with a fully integrated marketing campaign including billboards, in-store marketing, radio, social media and TV. The commercials confidently announced the launch of Simple Truth not as a knock-off private label but as a brand that will simplify customers’ lives and earn a place on their tables.

Over the last few years, Minneapolis-based Target has consistently featured its private brands in its TV commercials, whether it was a simple cameo by Archer Farms in their new “Target Run” themed commercials or a fully brand-focused commercial for their pet Boots & Barkley, the Target private brand portfolio has become a powerful differentiator both on TV and in store.

Although online mega-retailer Amazon has an expanding complement of private brands including its recently launched Amazon Elements, Amazon Basics, Pinzon kitchen products, Strathwood outdoor furniture, and Denali tools, the Amazon Kindle brand has thrown off the shackles of private label and become the brand and product you want to have, not simply the cheaper alternative. With it, they have built a fully formed and relevant brand that is the star of their portfolio. Consequently, it receives marketing and advertising support appropriate to its role. The latest commercial shows the new Amazon Fire HD tablets dramatically undergoing over 25 durability tests and demonstrates how they are designed to withstand forces of 1,000 g’s.

Other online retailers joining the TV game are disruptors like the Dollar Shave Club who humorously takes on the pricing and value proposition of the major national brands with a commercial that hits close to the truth,

and online eyeglass retailer Warby Parker, who has almost single-handedly created an online market for products that were once exclusively sold in a bricks and mortar store. The commercial, directed by Philip Andelman, includes music by the Kinks and a whirl through pre-war apartments, boxing matches, private clubs, black tie parties, rooftop antics and the repositioning of eyeglasses as hip and cool all at a $95 price point that is hundreds of dollars cheaper than the national brands.

The emergence of mass media advertising and TV commercials for private brands is yet another step in the evolution of retailers building and managing brands that are designed to win. For PLMALive!, I’m Christopher Durham.

 

And don’t miss the new Private Brand Symposium at Omnishopper 2015, July 20-22, 2015, at the Radisson Blu in Chicago. I am chairing the conference will be presenting and have curated a groundbreaking cross channel lineup of speakers.

REGISTER TODAY!
MY PRIVATE BRAND READERS SAVE 20% WITH CODE OMNI15MYPBRAND



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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.