Toopan Bagchi identifies the importance of building segmented brand management teams to maximize marketing capabilities and effectiveness.
In a continuously disrupted landscape, many retailers are realizing the potential for private brands to not only improve margins, but to also attract customers, build baskets and drive loyalty. However, given retail’s traditional reliance on CPG companies to develop and cultivate brands, capabilities around true brand management are often limited.
Retailers leaning in on private brands would be wise to establish and elevate brand management capabilities to improve the likelihood of success of any private brand strategy by establishing a clear and coherent brand architecture, identifying white space opportunities, developing brand platforms, creating and launching product, and sustaining brand health over time. Retailers such as Target are recognizing this and establishing brand management teams to oversee the portfolio of private brands, define strategies and lead execution.
Information in this article includes:
- Picking the team
- Setting up brand architecture
- Launching brands
Read the full article, Keys to building a private brand management team, on the Storebrands website.
Jonathan Paisner shares his expert insights on branding in this new video series. This week, a 150-second overview of The Branded House vs. The House of Brands.
There is a little bit of brand in everything your business says and does. We’ve created this series to give you a little bit of brand thinking to inject into your business strategy, and help you make smarter decisions. So today, let’s spend the next 150 seconds talking about brand architecture.
Included in this video:
- Why brand architecture matters
- Building and extending relationships
- Portfolio flexibility
Watch the full video, #be150 – Brand Architecture 101, on Vimeo.
On June 17, Barry Horwitz will be giving a webinar with a colleague, CL Tian who runs a digital marketing firm called PINKOA. The webinar “Shifting Focus from Surviving to Thriving: Strategy and Tactics.” The webinar will be hosted by TechNetworks of Boston and includes a free virtual Nonprofit Roundtable session.
Sign up for the webinar, Shifting Focus From Surviving To Thriving: Strategy And Tactics, on the TechNetworks of Boston website.