Velocity: The My Private Brand Conference attendees will get an exclusive preview of Christopher Durham's latest book on private brands, Vanguard: Vintage Originals, before it releases on Amazon on Sept. 18. The follow-up book to his bestselling first book, Fifty2: The My Private Brand Project, will debut during the conference as Durham presents a look at the innovation, vintage design, and brands that make up the book. Velocity: The My Private Brand Conference will be held in Charlotte, NC on Sept 14.
Marketers are fond of saying “What’s old is new again.” These marketers are referring to wistful consumers who associate retro brand packaging with a sense of nostalgia—a recalling of simpler, less complicated times.
It’s no secret that global brands can spend millions on branding, packaging and marketing campaigns while brokering deals with retailers to secure premium retail positioning. Global brands have long enjoyed all the benefits of mass production such as cheaper unit costs, bulk distribution and the ability to dominate shelf space through sheer volume, all of which are typically out of reach for smaller local businesses.
The world is getting smaller, says Howard Wright, creative director of design agency Equator. “Globalization has not just created opportunity for brands and retailers to widen their customer base internationally, it’s also driving consumer demand for a more diverse choice of products that allows them to experience what they’ve seen online, on TV or in their travels from the comfort of their own home.”
The phrase “Think global, act local” was first coined in the context of environmental challenges, but has taken on a much wider meaning in recent years. The desire by multi-national corporations and their marketing teams to drive a consistent brand, packaging and design across markets and geographies is clear.
Today’s world may be facing a spate of nationalistic spats, but the truth of the matter is that nations are more closely linked now than they have ever been. The reason for that is the complex web of international trade that allows quick access to products grown or manufactured virtually anywhere in the world.
Diverse ongoing threats, new regulatory requirements for life critical products and technical evolution will fuel market growth for anti- counterfeiting packaging technologies across the next five years, according to exclusive new data from Smithers Pira.
A just-released study by the Boston Consulting Group (BCG) ranks the 50 most innovative companies. Not surprising, the list is dominated by large corporations, but relatively few are consumer packaged goods companies (CPGs).