Store Brands

APR 2016

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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Top of Mind Give packaging a facelift Retailers could find that a store brand packaging redesign boosts sales, as well as loyalty and relevancy among consumers. By Michal Christine Escobar or the first time in eight years, Bud Light — an iconic American brand — is redesigning its packaging. The new look will be more "modern" and "fresh" and "will pay homage to its most iconic packaging of the past," says Alexander Lambrecht, vice president of marketing, Bud Light. For the redesign, Bud Light decided to bring back the brewer's historic trademark "AB" crest, which hasn't been used on Bud Light packaging since 2001. The crest is heavily featured at the top of the beer can against its trademark blue color. According to a Dec. 17, 2015, Fortune.com article, many people feel the redesign is meant to mimic the look of craft beer. After all, Bud Light sales have struggled in recent years as smaller brewers have been capturing more market share. Regardless of the reason, Bud Light obviously felt that it would make good business sense to redesign its packaging. Similarly, retailers could find that a redesign of their store brand packaging could be beneficial. For instance, a redesign could help to lift sales, increase customer loyalty and maintain the brand's relevancy among consumers. Is it necessary? For many retailers, it can be difficult to determine when a private brand packaging redesign is necessary. But "consumers are consumers, and the principles of sound branding and marketing apply universally," explains Mike Goefft, managing director, DDW LLC, San Francisco. "Retailers that do well with their private label brands are the ones that learn from their national brand partners. They build private label brands that complement their retail master brand, infuse those brands with meaningful emotional benefits, and execute consistently with their master brand positioning and strategy." To assess the need for a redesign, retailers could begin by asking themselves, "When was the last time my own-brand packaging was redesigned?" After a design gets to be a few years old, it typically begins to feel tired and is no longer relevant, says Danielle Kidney, director, The Creative Pack LLC, Los Angeles. "In the same way clothing trends change over time, packaging trends evolve, too," agrees Jim Jackson, vice president, design director retail and packaging, Periscope, Minneapolis. "If a product's packaging doesn't look current, why is someone to believe that the product inside is current?" According to Goefft, retailers should understand their brand's "story" on a deep level and then ask, "Am I telling our story effectively?" If the answer to this questions is "no," then a packaging redesign may be in order. Similarly, if there are inconsistencies in branding across the product line, or if the product positioning has changed, or if it's time to target a new segment of consumers, a packaging redesign of its private brand could be useful. 1 8 Store Brands / April 2016 / www.storebrands.info

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