Tom Stephens

Tom Stephens

Tom Stephens is the founder of Brand Strategy Consultants, North York, Ontario. He can be reached at 416-391-1635 or VOIP him at: Vonage 416-907-9848 or Skype at stephenscrimson, or e-mail at tomstephens@brandstrategyconsultants.ca. Stephens says thinking “inside the box” is often appropriate, since answers to 90 percent of retail problems can be found inside the four walls of the store.

ARTICLES

In & Out of the Box

Can Your Customers 'Taste the Difference'?

By Tom Stephens
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I just spent a very enjoyable evening at a large barbecue at a friend’s house in the north of England.


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In & Out of the Box

How Embarrassed is Private Label?

By Tom Stephens
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I spend a lot of time travelling around the globe visiting stores and observing their programs. It is astounding how tough it often is to find the private, or store, brand products on offer.


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In & Out of the Box

Brands or Products? What Are We Building?

By Tom Stephens
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Are we brands or a series of comparative products with some unmemorable names on them?


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In & Out of the Box

Yesterday Salt Was a Drug, Today Sugar Is the New Tobacco

By Tom Stephens
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Times are certainly changing. Many of us have been spending a lot of time reducing sodium levels in products. If we weren’t, we certainly should have been.


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In & Out of the Box

Beware the Race to the Bottom

By Tom Stephens
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The world is full of examples of cutting costs to try to maintain a competitive edge that do not work long-term.


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In & Out of the Box: Time to Freshen Up Your Passport

By Tom Stephens
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While Stephens has long said that thinking “inside the box” is often appropriate, since answers to 90 percent of retail problems can be found inside the four walls of the store, the new title for his regular column includes that remaining 10 percent. In today’s retail world, we all live “In & Out of the Box.” —DJP


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Thinking Inside the Box: Cross Channel Time

By Tom Stephens
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Say “cross channel” to anyone in Europe, and their first thought always used to be someone is going to either swim from France to England, or vice versa.


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Thinking Inside the Box

Private Label vs. Store Brand?

By Tom Stephens
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I have taught two of my university courses (on two different continents) in “PL Marketing, Product Development and Strategy” and was challenged from several different sources (manufacturer, retailer, marketer, publisher, analyst) about the use of the term “label,” as in “private label.”


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Thinking Inside the Box

Strategic Seasonal Store Brand Sales

By Tom Stephens
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Many of us are over Christmas trading already. What many retailers had in the stores is already gone. Is that a good place to be in?


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Thinking Inside the Box

Store Brand Guru Dave Nichol Remembered

By Tom Stephens
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Last month, many of us were mourning the loss of Dave Nichol, a pioneer and giant in our industry. So what has that got to do with Jimmy Fallon and Co.? I’ll get to that.


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Multimedia

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September 2014 New Food Products

This month's new food products include cane sugars, barbeque sauce, condiments in squeeze bottles, cinnamon snack seasoning, and jalapeno tzatziki, ice cream, herb toasts, corn puffs, instant coffee, coconut water, and a water enhancer.

Podcasts

Coming with a clear, comprehensive plan was the key to success for Longo Brothers Fruit Markets when the grocer decided to roll out a two-tier private label strategy, Jenny Longo and Robert Koss tell PLBuyer editor Chris Freeman in this podcast.

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Private Label Buyer Magazine

PLB September 2014 cover

September 2014

The September 2014 issue of Private Label Buyer includes a convenience channel update, as well as category insights on frozen store brand trends and health and beauty items. Check it out today!

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