WHY CAN’T WE?

started in the private brand industry in 1993 consulting retailers on how to strategically grow, market and nurture their programs into meaningful assets. Own brand programs and portfolios that consumers once interacted with begrudgingly 30 years ago are now brands they really care about. They mean something, and the emotional relationship with a retailer’s brand today is totally different.

Sterile, two-dimensional Begrudging embrace Follower

Story-less

Palpable personality

[Almost] lovingly embraced

Innovator

Investment in the story

The progress we are seeing in own brands is amazing across almost all retail channels, and the design, marketing and strategic acumen invested have been key reasons. But even with all the progress, there are still many, many areas which are crying for help.

We Need to Keep Pushing.

The private brand industry cannot be satisfied with where it stands, and in a post-Covid world, CPG brands are hungry to promote, innovate and claw back share. We must seek out pockets where we can improve, and here are a few of these pockets that I see across the store. We can start by asking ourselves “Why Can’t We……” and fill in the blanks.