This is the first in a three part series from guest blogger, Dean Crutchfield. Dean is a New York-based brand consultant who has worked on major private brand programs for Tesco, Staples, Carter’s and, most recently, the creation of Target’s Up&Up brand.

Dean and I met through social media, and my wife and I have had the pleasure of spending time with him and his wife in New York City. So I am excited to feature his thoughts on Private Brand and branding. Enjoy.

Bland or Brand
Private Brand is center stage for growth

By Dean Crutchfield

Misconduct by big brand names and shifting consumer behavior have changed the perceived value exchange between brands and consumers. In a rapidly changing market, how do you separate value from commodity, especially when the nature of competition has changed dramatically? Today, it’s about the power of fickle customers, suppliers, potential substitutes and the threat of new entrants. If you can’t build an advantage on what you sell, create a brand advantage on how you sell.

The focus for retailers is to differentiate their products and brands, but conflicting pressures to find growth in this de-leveraging recession have vitiated focus. By taking a sweeping glance across the media, you get a sense of the important issues:

Attracting and retaining loyal customers
Improving productivity
Cutting costs
Speed to market
Increasing market share

Dean Crutchfield is a New York-based brand consultant who has worked on major private label programs for Tesco, Staples, Carter’s and most recently the creation of Target’s Up&Up brand.

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Christopher Durham
christopher@mypbrand.com
Founder MY private brand group – Linked In

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