It became clear that an evolution in brand building was underway when we were retained by one of the most respected retailers to develop a chain-wide initiative to build a portfolio of “owned brands,” product brands owned and managed by the retailer. Merchants were becoming brand managers with the clout to source, package and promote product brands of their own. More importantly, these leading retailers were gaining more control of their consumers, as their stores became destinations. Once in their store the retailer could use the power of signage, shelf talkers, intriguing price points and attractive packaging to instigate trial of their owned brands. Manufacturers had to learn to work with their customers who were becoming their competitors and in some ways rewriting the rules of brand management. Retailers were now on track to use the power of brand to enrich their relationship with their customers. Owned brands were a tool for retailers to provide distinctive value to their customers. The language of brand was becoming more general, incorporating a more approachable lexicon to appeal to a broader set of middle management business professionals.
Posted by Karl D. Speak