BLOG 05.19.13

The path to market for store brands or private label brands used to be pretty clear-cut. Now it’s enormously complicated. Now archived on YouTube is the recent BrandSquare Live Session “To Compare To or Not To Compare To: That Is the Question,” by Carol Best of Schawk Retail Practice.

Best’s presentation is extraordinary in the clarity and completeness of its breakdown of the decisions facing retail brand marketers. Retail brands can take a number of approaches today relative to the national brand competition, ranging from old-fashioned “value alternative” to more ambitious and independent “arbiter/influencer” brand positions.

Best takes viewers through the full decision process of analyzing customer and company needs, of the messaging and package design alternatives that emerge, and how to align the value chain to ensure the speed-to-market that retail brands benefit from.

And considering the strong competition between national and retail brands, national CPG marketers will benefit from Best’s presentation, as will graphic designers and other packaging creatives.

Best’s Live Session is archived on YouTube; invite some team members to watch this very informative presentation with you.