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Come together. Right now.(retailers marketing )(Cover story)
Brand Packaging, September, 2009 by Hammerbeck, Pauline
Brand owners dominated the retail-brand relationship in the 80s and 90s, whereas this last decade has had retailers at the helm. It's always been a delicate dynamic, but the relationship is showing signs of strain as retailers give store brands more play and everyone feels the recessionary squeeze.
Get over it> I say. If you're worrying about who has the upper hand, then you're misallocating resources from the real challenge-that is, making things right with consumers.
Economics aside, mass retail has overwhelmed shoppers for some time. In-store environments are cluttered. SKU proliferation (though getting better) makes choices too complex. And packaging often buries brand relevance behind superfluous marketing claims.
It's in stark...
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