Keith Lincoln - Private Label: Turning the Retail Brand Threat Into Your Biggest Opportunity

PRIVATE LABEL

PRIVATE LABEL

Turning the retail brand threat into

your biggest opportunity

Keith Lincoln & Lars Thomassen

London and Philadelphia

Publishers note

Every possible effort has been made to ensure that the information contained in this book is accurate at the time of going to press, and the publishers and author cannot accept responsibility for any errors or omissions, however caused. No responsibility for loss or damage occasioned to any person acting, or refraining from action, as a result of the material in this publication can be accepted by the editor, the publisher or the author.

First published in Great Britain and the United States in 2008 by Kogan Page Limited

Apart from any fair dealing for the purposes of research or private study, or criticism or review, as permitted under the Copyright, Designs and Patents Act 1988, this publication may only be reproduced, stored or transmitted, in any form or by any means, with the prior permission in writing of the publishers, or in the case of reprographic reproduction in accordance with the terms and licences issued by the CLA. Enquiries concerning reproduction outside these terms should be sent to the publishers at the undermentioned addresses:

120 Pentonville Road

London N1 9JN

United Kingdom

www.kogan-page.co.uk

525 South 4th Street, #241

Philadelphia PA 19147

USA

Keith Lincoln, 2008

The right of Keith Lincoln to be identified as the author of this work has been asserted by him in accordance with the Copyright, Designs and Patents Act 1988.

ISBN: 978-0-7494-5027-4

British Library Cataloguing-in-Publication Data

A CIP record for this book is available from the British Library.

Library of Congress Cataloging-in-Publication Data

Lincoln, Keith.

Private label : turning the retail brand threat into your biggest opportunity / Keith Lincoln and Lars Thomassen.--1st ed.

p. cm

ISBN: 978-0-7494-5027-4

1. Retail trade. 2. Branding (Marketing)--Management. 3. Brand name products--Management. I. Thomassen, Lars. II. Title.

HF5429.L52275 2007

658.827--dc22

2007037084

Typeset by Saxon Graphics Ltd, Derby

Printed and bound in Great Britain by MPG Books Ltd, Bodmin, Cornwall

Dedicated to PRIVATE and BRAND buccaneers everywhere.

Many people have contributed to this book, and we would like to thank them all. But in particular we would like to thank the following people for their thoughts, direct help and guidance throughout. In no particular order:

C Migeul Brendl, PhD, Associate Professor of Marketing, INSEAD

Martin West, CEO, Ashdown Group

Bruce Vierck, Strategy Director, RTC Worldwide, Chicago

Martin Lindstrom, Brand Futurist and author of BRANDsense and BRANDchild

Roy Webster, Group brand Manager, ASSA ABLOY Worldwide

Magnus Von Reymond, Yale Retail Manager, ASSA ABLOY Worldwide

Ulf Erlander, CEO, SWE, Stockholm

Olle Hard, Partner, SWERETAIL, Stockholm

Lew Pringle, Former Worldwide Board Director, BBDO Worldwide

Xavier Oliver, Chairman, BBDO, Spain

Tom Watson, Worldwide Board Director, BBDO Worldwide

Susan Froggatt, Sue Froggatt Training and Consulting

Paul Freeman of s4p.com

Michael Coyle, Former EVP, Cordiant Europe

Paul Lincoln, Chief Executive, National Heart Forum

Chloe Lincoln, daughter, researcher and proofreader

Kristina Eklund, Jens Lanvin and Mia Wahlstrom of Opinion Bengal, Stockholm

Mathias Dittrich of DLF, Sweden

Egil Brathe of Movement.nu

Mathias Segelman of RTV

Helen Kogan, Jon Finch and everyone else at Kogan Page

POPAI

BrainJuicer internet research company

And finally a particular thanks to Saatchi & Saatchi X for their creative, strategic and intellectual input throughout, especially Phil White, Planning Director, and Simon Hathaway, Managing Director.

Thank you all

Keith Lincoln

Lars Thomassen