Private Label

by Lincoln, Keith

• ISBN13: 9780749455934
• ISBN10: 0749455934
• Format: Paperback
• Copyright: 2009-06-01
• Publisher: Kogan Page Ltd

Summary

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 [e-mail]. 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

Acknowledgements	p. xiii
Introduction: the new privatization	p. 1
Understanding the opportunity	p. 11
Private facts	p. 13
The nature of the beast	p. 13
The global facts	p. 13
The local facts	p. 14
The brand facts	p. 17
The people facts	p. 19
The dependence facts	p. 19
The category facts	p. 21
Private myths	p. 23
Myth 1: Private Labels are for people who buy Private Label	p. 23
Myth 2: We buy Private Label now and then	p. 24
Myth 3: Private Labels are for people with no money	p. 25
Myth 4: It can't grow any bigger	p. 25
Myth 5: Private Labels are not business builders	p. 26
Myth 6: People don't like Private Label	p. 27
Myth 7: Let's call it anything except a brand	p. 28
Myth 8: It's not profitable anyway	p. 28
Private past	p. 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 thing	p. 32
Freedom brands - blame the French	p. 33
Private present	p. 36
The trends show the way	p. 36
It's a brand, stupid!	p. 39
The US experience	p. 41
The UK experience	p. 42
A closer look at some key brands	p. 45
And the trend continues...	p. 48
Private future	p. 49
How big can it get? As big as you want it to get!	p. 49
The volume versus value distortion	p. 51
Heaven or hell, opportunity or threat	p. 53
Will it continue to grow?	p. 54
What determines the future?	p. 55
Private Label drivers	p. 56
The online driver	p. 57
The Tesco effect	p. 58
Part 1 summary and implications	p. 58
Identifying the opportunity	p. 61
The S&S X Global Research Report	p. 63
An 'all parties' perspective	p. 63
The shopper perspective	p. 65
Let's start with the shopper	p. 65
Achieving product parity	p. 68
Category differentiation	p. 70
The shopper's Private future	p. 74
The brand perspective	p. 79
The silent wall	p. 79
The other side of the coin	p. 82
The retailer perspective	p. 86
Finally the retailers!	p. 86
The overall perspective	p. 90
We agree to disagree	p. 90
Part 2 research summary: key points	p. 90
Retailizing the brand opportunity	p. 95
For every threat there's an opportunity	p. 97
Back to spiffing!	p. 97
Redefining the brand	p. 98
Better understanding the threat	p. 100
The Private principles	p. 104
The Private Label Way	p. 104
The 10 principles	p. 106
Private principle 1: Running the risk and living the reality	p. 107
Headlines	p. 107
Reorganize to reflect the future, not the past	p. 108
Begin by asking three questions	p. 110
Become PRIVATE CENTRIC	p. 110
Why the conventional simply isn't good enough	p. 111
Summary and opportunities	p. 112
Actions to consider	p. 114
Private principle 2: Retailize and be radical	p. 115
Headlines	p. 116
Avoiding the conventional	p. 116
Question the status quo	p. 117
Make sure you're not a commodity	p. 118
Love me do, love me not	p. 119
To supply or not?	p. 120
Cut the tail	p. 123
Develop a brand price architecture	p. 124
Decide if you are 'in' or 'out'	p. 125
Prove you still have a role	p. 125
Summary and opportunities	p. 126
Actions to consider	p. 127
Private principle 3: Tomorrow's global, social and environmental issues are your opportunities today	p. 128
Headlines	p. 128
Trusting in the future	p. 129
Greenwashing versus realizing the big issues	p. 131
The big issues defined	p. 134
Big global issue 1: health issues	p. 135
And it's not just the small brands	p. 142
Big global issue 2: participation issues	p. 143
Big global issue 3: lifestyle issues	p. 145
One for all and all for one	p. 146
Summary and opportunities	p. 147
Actions to consider	p. 147
Private principle 4: Educate, navigate and inspire	p. 148
Headlines	p. 149
Become the educators	p. 149
Ensure you have the armour to compete	p. 150
How to build tomorrow's loyalty?	p. 152
Get real!	p. 155
Summary and opportunities	p. 158
Actions to consider	p. 159
Private principle 5: Winning 'mind shelf' is the name of the game	p. 161
Headlines	p. 162
The fight for space	p. 162
A very new shelf of the future starts to emerge	p. 163
Consistent, consistency	p. 166
Category disruptors	p. 166
Summary and opportunities	p. 168
Actions to consider	p. 168
Private principle 6: Innovate, imagineer and involve	p. 169
Headlines	p. 170
i, i and i	p. 170
i number one... innovation	p. 171
i number two... imagineer	p. 177
i number three... involvement	p. 180
Summary and opportunities	p. 183
Actions to consider	p. 183
Private principle 7: Restore and reinvent the store	p. 184
Headlines	p. 185
The retail store of the future and how it would look	p. 185
Fresh every day	p. 190
Really, really understand the shopper	p. 191
Involvement retailing	p. 195
Summary and opportunities	p. 197
Actions to consider	p. 198
Private principle 8: Catalyse your communications and brand from till to TV	p. 199
Headlines	p. 200
Creativity is all - but where should it be?	p. 200
Build yourself a private room	p. 204
Private creation	p. 204
Customize the creative reaction	p. 206
Keep them creatively surprised	p. 207
Strive to improve your retail positioning	p. 209
Get closer	p. 210
Creatively extend in-store	p. 211
Getting them to love you	p. 211
Summary and opportunities	p. 214
Actions to consider	p. 215
Private principle 9: Collaborate and cooperate through co-opetition	p. 216
Headlines	p. 217
Co-opeteting	p. 217
Brand co-opetition	p. 217
Retail co-opetition	p. 221
Summary and opportunities	p. 222
Actions to consider	p. 223
Private principle 10: Shopper solutions steal share of wallet	p. 224
Headlines	p. 225
Money, money, money	p. 225
Ideas, ideas, ideas	p. 227
Summary and opportunities	p. 230
Actions to consider	p. 232
Retailizing the retailer opportunity	p. 233
For every opportunity there's an even bigger opportunity	p. 235
The rise of the responsible retailer brand	p. 235
What's new and what's next?	p. 237
WFM - a way forward	p. 238
Traffic lights for health	p. 239
What's the real benefit?	p. 242
Summary	p. 242
Retailer Private principles 1 to 5	p. 243
Accept too	p. 244
Changing the mentality	p. 244
Embracing the big issues	p. 246
Multi-tier Private Label strategy	p. 248
Crowd clout	p. 250
Summary and opportunities	p. 252
Actions to consider	p. 253
Retailer Private principles 6 to 10	p. 255
The intention economy	p. 256
Learning how to innovate	p. 258
Learning to involve	p. 262
Learning how to imagineer	p. 264
Relationship marketing	p. 265
Keep it simple	p. 266
Learning how to brand	p. 267
Dealing with change	p. 268
Dealing with reality	p. 268
Summary and opportunities	p. 269
Actions to consider	p. 270
Conclusions	p. 271
Realizing the opportunity together	p. 273
Brand opportunity summary	p. 275
Retailer opportunity summary	p. 278
Postscript: Privatizing the brand	p. 281
Saatchi & Saatchi X Research Questionnaire	p. 288
Key references	p. 291
Index	p. 293
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