Private Label Buyer

PL Must Deliver on Brand Promise, Daymon Speakers Tell Conference

April 11, 2011
Private label retailers need to live their private label brand promise both in their stores and in their local communities, said speakers at the first general session of the ECRM Private Brand Foods conference in Dallas, Monday.


Private label retailers need to live their private label brand promise both in their stores and in their local communities, said speakers at the first general session of the ECRM Private Brand Foods conference in Dallas, Monday.

 

Living the brand promise extends from store layout to product quality to community involvement, said Dave Harvey, a senior director with Daymon Worldwide.

 

Continued success for private label will mean “not resting on our laurels, its taking more risk. It’s thought leadership that will propel us to succeed in the future,” he said.

 

Creating a consistent bra­nd image and brand message to consumers means that “everything you do impacts the image of your brand,” he said.

 

Whole Foods is one retailer that understands brand building, he outlined, embodying its brand promise in everything from its store layout to its portfolio of private label to its community outreach and involvement, he said.

 

Culinaria, an upscale urban store concept from St. Louis-based Schnuck's also delivers on its brand promise by educating, engaging, surprising and delighting its customers with special treats, tastings, cooking classes and other events in its stores, said Vanda Raimundo, senior business manager, EA business development team, Daymon Worldwide.