Private Label : Turning the Retail Brand Threat into Your Biggest Opportunity

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  • Format: Paperback
  • Copyright: 2009-06-01
  • Publisher: Kogan Page Ltd
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Private labels, also known as "store brands" or "house brands," are worth an estimated one trillion dollars, and their growth is outpacing that of manufacturer brands. "Private Label" is a gripping and persuasive study of this retail phenomenon.

Author Biography

Keith Lincoln is one of the world's leading authorities on brands and global trends. Previously Senior Vice President of BBDO Worldwide and Executive Vice President of Young and Rubicam Europe, he advises international companies on branding, retailing and global social trends. He is also the co-author, with Lars Thomassen, of Retailization and How to Succeed at Retail (both published by Kogan Page). He can be reached at klincoln.retailization@gmail.com. Lars Thomassen has over 30 years' experience in the advertising industry, including senior roles such as Vice President for BBDO Europe and a board director of BBDO Worldwide. He has been involved with the development of many major global brands, and is currently chairman of White Star Property Poland and a board member in a number of companies ranging from farming to luxury goods retailing.

Table of Contents

Acknowledgementsp. xiii
Introduction: the new privatizationp. 1
Understanding the opportunityp. 11
Private factsp. 13
The nature of the beastp. 13
The global factsp. 13
The local factsp. 14
The brand factsp. 17
The people factsp. 19
The dependence factsp. 19
The category factsp. 21
Private mythsp. 23
Myth 1: Private Labels are for people who buy Private Labelp. 23
Myth 2: We buy Private Label now and thenp. 24
Myth 3: Private Labels are for people with no moneyp. 25
Myth 4: It can't grow any biggerp. 25
Myth 5: Private Labels are not business buildersp. 26
Myth 6: People don't like Private Labelp. 27
Myth 7: Let's call it anything except a brandp. 28
Myth 8: It's not profitable anywayp. 28
Private pastp. 30
We've seen it all before!p. 30
But a funny thing happened 'on the way to the forum'!p. 31
The new old thingp. 32
Freedom brands - blame the Frenchp. 33
Private presentp. 36
The trends show the wayp. 36
It's a brand, stupid!p. 39
The US experiencep. 41
The UK experiencep. 42
A closer look at some key brandsp. 45
And the trend continues...p. 48
Private futurep. 49
How big can it get? As big as you want it to get!p. 49
The volume versus value distortionp. 51
Heaven or hell, opportunity or threatp. 53
Will it continue to grow?p. 54
What determines the future?p. 55
Private Label driversp. 56
The online driverp. 57
The Tesco effectp. 58
Part 1 summary and implicationsp. 58
Identifying the opportunityp. 61
The S&S X Global Research Reportp. 63
An 'all parties' perspectivep. 63
The shopper perspectivep. 65
Let's start with the shopperp. 65
Achieving product parityp. 68
Category differentiationp. 70
The shopper's Private futurep. 74
The brand perspectivep. 79
The silent wallp. 79
The other side of the coinp. 82
The retailer perspectivep. 86
Finally the retailers!p. 86
The overall perspectivep. 90
We agree to disagreep. 90
Part 2 research summary: key pointsp. 90
Retailizing the brand opportunityp. 95
For every threat there's an opportunityp. 97
Back to spiffing!p. 97
Redefining the brandp. 98
Better understanding the threatp. 100
The Private principlesp. 104
The Private Label Wayp. 104
The 10 principlesp. 106
Private principle 1: Running the risk and living the realityp. 107
Headlinesp. 107
Reorganize to reflect the future, not the pastp. 108
Begin by asking three questionsp. 110
Why the conventional simply isn't good enoughp. 111
Summary and opportunitiesp. 112
Actions to considerp. 114
Private principle 2: Retailize and be radicalp. 115
Headlinesp. 116
Avoiding the conventionalp. 116
Question the status quop. 117
Make sure you're not a commodityp. 118
Love me do, love me notp. 119
To supply or not?p. 120
Cut the tailp. 123
Develop a brand price architecturep. 124
Decide if you are 'in' or 'out'p. 125
Prove you still have a rolep. 125
Summary and opportunitiesp. 126
Actions to considerp. 127
Private principle 3: Tomorrow's global, social and environmental issues are your opportunities todayp. 128
Headlinesp. 128
Trusting in the futurep. 129
Greenwashing versus realizing the big issuesp. 131
The big issues definedp. 134
Big global issue 1: health issuesp. 135
And it's not just the small brandsp. 142
Big global issue 2: participation issuesp. 143
Big global issue 3: lifestyle issuesp. 145
One for all and all for onep. 146
Summary and opportunitiesp. 147
Actions to considerp. 147
Private principle 4: Educate, navigate and inspirep. 148
Headlinesp. 149
Become the educatorsp. 149
Ensure you have the armour to competep. 150
How to build tomorrow's loyalty?p. 152
Get real!p. 155
Summary and opportunitiesp. 158
Actions to considerp. 159
Private principle 5: Winning 'mind shelf' is the name of the gamep. 161
Headlinesp. 162
The fight for spacep. 162
A very new shelf of the future starts to emergep. 163
Consistent, consistencyp. 166
Category disruptorsp. 166
Summary and opportunitiesp. 168
Actions to considerp. 168
Private principle 6: Innovate, imagineer and involvep. 169
Headlinesp. 170
i, i and ip. 170
i number one... innovationp. 171
i number two... imagineerp. 177
i number three... involvementp. 180
Summary and opportunitiesp. 183
Actions to considerp. 183
Private principle 7: Restore and reinvent the storep. 184
Headlinesp. 185
The retail store of the future and how it would lookp. 185
Fresh every dayp. 190
Really, really understand the shopperp. 191
Involvement retailingp. 195
Summary and opportunitiesp. 197
Actions to considerp. 198
Private principle 8: Catalyse your communications and brand from till to TVp. 199
Headlinesp. 200
Creativity is all - but where should it be?p. 200
Build yourself a private roomp. 204
Private creationp. 204
Customize the creative reactionp. 206
Keep them creatively surprisedp. 207
Strive to improve your retail positioningp. 209
Get closerp. 210
Creatively extend in-storep. 211
Getting them to love youp. 211
Summary and opportunitiesp. 214
Actions to considerp. 215
Private principle 9: Collaborate and cooperate through co-opetitionp. 216
Headlinesp. 217
Co-opetetingp. 217
Brand co-opetitionp. 217
Retail co-opetitionp. 221
Summary and opportunitiesp. 222
Actions to considerp. 223
Private principle 10: Shopper solutions steal share of walletp. 224
Headlinesp. 225
Money, money, moneyp. 225
Ideas, ideas, ideasp. 227
Summary and opportunitiesp. 230
Actions to considerp. 232
Retailizing the retailer opportunityp. 233
For every opportunity there's an even bigger opportunityp. 235
The rise of the responsible retailer brandp. 235
What's new and what's next?p. 237
WFM - a way forwardp. 238
Traffic lights for healthp. 239
What's the real benefit?p. 242
Summaryp. 242
Retailer Private principles 1 to 5p. 243
Accept toop. 244
Changing the mentalityp. 244
Embracing the big issuesp. 246
Multi-tier Private Label strategyp. 248
Crowd cloutp. 250
Summary and opportunitiesp. 252
Actions to considerp. 253
Retailer Private principles 6 to 10p. 255
The intention economyp. 256
Learning how to innovatep. 258
Learning to involvep. 262
Learning how to imagineerp. 264
Relationship marketingp. 265
Keep it simplep. 266
Learning how to brandp. 267
Dealing with changep. 268
Dealing with realityp. 268
Summary and opportunitiesp. 269
Actions to considerp. 270
Conclusionsp. 271
Realizing the opportunity togetherp. 273
Brand opportunity summaryp. 275
Retailer opportunity summaryp. 278
Postscript: Privatizing the brandp. 281
Saatchi & Saatchi X Research Questionnairep. 288
Key referencesp. 291
Indexp. 293
Table of Contents provided by Ingram. All Rights Reserved.

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