Posted on 06.18.12
Private brands have experienced record growth in the past decade. But with less room to expand and with push-back from national brands, private label marketers now face a crucial decision. Should they position their products as direct alternatives to national brand products? Or take a more category-led approach? Or take a brand-centric approach?
In tomorrow’s (June 19, 1 p.m....
Posted on 06.21.12
Want to know what creativity looks like? This YouTube video of last weekend’s Big Brand Hackathon shows it. More than 150 developers spun out 40 apps in just over one day at a hackathon with a twist: the participation of big brands.
Sponsors Kraft Foods and The Home Depot provided product-marketing briefs to the app-dev teams at the event, the brainchild of Anthem Worldwide, one of Schawk...
Posted on 06.22.12
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...
Posted on 06.25.12
A recent piece in the Melbourne Review thought out of the box on private label strategies. It suggested that manufacturers of private label products – which are often top consumer brands themselves and thus creating products that are in direct competition with each other – should state the manufacturing source...
Posted on 06.28.12
A recent AdAge piece makes the point that if your brand is going to succeed in social marketing, you must avoid “the mentality of unreconstructed Mad Men.” Bob Garfield’s point was that social is tremendous for “cultivating community and conversation,” but not for converting “conversations into transactions that support business...
Posted on 06.29.12
Attendees of the recent 2nd Annual Pharma Packaging and Labelling Compliance Conference in Rome were polled on the challenges to pharmaceutical companies in complying with packaging regulations across multiple countries. The results will surprise no pharma packaging executive and point to the value of integrated artwork management and workflow collaboration software.
Three...