Archive | Columns

How to Leverage Your Packaging Artwork to Maximise Your Digital Strategy

Posted on 13 March 2018

By Lian Stevenson, Engagement Manager, Client Solutions Europe, SGK
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How to Fully Optimize the SmartLabel™ Opportunity

Posted on 09 November 2017

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Four Approaches to Creative Leadership in CPG Companies

Posted on 24 March 2017

By Scott Lucas, Managing Director, Brandimage & Jen Bethke, Account Director, Brandimage Continue Reading

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Building Graphics Workflows Across Emerging Markets

Posted on 22 November 2016

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The FDA Nutrition Label Update Is Your Opportunity to Gain Competitive Brand Advantage

Posted on 22 November 2016

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The Future of Private Brand Revealed – Vertex Awards

Posted on 08 July 2015

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By Christopher A. Durham: President & Chief Strategist, My Private Brand

Largest Worldwide Private Brand Competition is Changing Retail Owned Brand Design

Almost three years ago, the publisher of this magazine, Phillip Russo, and I sat in a little café in Amsterdam, discussing our publications, the opportunities for Private Brands, and PLMA’s World of Private Label international trade show we had just attended. A few drinks and a good cigar later, we had a handful of off-the-wall ideas we truly believed could change private brand. That conversation was the spark that ignited the Vertex Awards. And now, two years after its inception, the Vertex Awards are the largest worldwide competition devoted exclusively to the art of Private Brand package design. More than simply size, it has become a catalyst for change and opened the eyes of the world to the depth and breadth of Private Brand’s potential globally. Continue Reading

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Who Are You Persuading?

Posted on 08 July 2015


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Segmenting shoppers who are most inclined to buy

By Perry Seelert, Co-Founder and Strategic Partner, Emerge Continue Reading

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“Destination Private Brands: Focus on EU Innovation”

Posted on 08 July 2015

destination-1By Vasco Brinca, Senior Vice President, EMEA LA, Daymon Worldwide

Western Europe is well established as a Private Brand leader with the majority of EU-based consumers showing strong trust in Private Brands as good alternatives to leading brands. As Private Brand pioneers, Daymon Worldwide has long-encouraged our retailer and supplier partners around the world to treat their Private Brands as viable brands in their own right versus price-based alternatives to name brands.

Yet as consumer acceptance of Private Brands grows, particularly in the EU, a new battle is emerging as big retailers must now compete with the increasing proliferation of discounters for share of wallet. Aldi in the UK, for example, has captured enough share of the market to become the 6th largest grocer in the country, surpassing Waitrose.

Considering that leading brands in the marketplace can afford to significantly reduce their prices for special occasions or promotion periods, it’s important to note that building loyalty around the lowest price is not a strategic or sustainable means to combat discounters.

As retailers strategize how to keep their Private Brands relevant against discounter competition, we recommend the following considerations as a means to elevate offerings as “can’t get anywhere else” options. Continue Reading

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The Challenge of Choice in Today’s Global Retail Landscape

Posted on 07 April 2015

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By Vasco Brinca, senior Vice President, Emealae, DaymonWorldwide

Retailers around the globe today have more power in the value chain than ever before as many have become actual agents for change in the lives of their consumers. From a greater focus on health and wellness to introducing opportunities to access ethnic-inspired flavors and products, retailers often hold the key to a new world of better life experiences. Continue Reading

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The Lineage of a Brand

Posted on 07 April 2015

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By / Perry Seelert

Does the Story of Who owns and Creates the Brand really matter?

There are two wildly popular television shows that are global, Shark Tank and Dragon’s Den, which are must-see viewing in our household. Both of them are cut out of the same cloth, setting up great confrontations between the entrepreneurs who pitch their product/company ideas and the “sharks” who evaluate them for equity stakes. I can’t get enough of it. One thing that sharks are always looking to tease out of the entrepreneurs is why they started the business, where did they see the consumer need, and did the company’s origin come from a place of true passion? They are interested in the heart and soul behind the idea just as much as the economics. Continue Reading

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