More| July 2006
COVER STORY - Architecting Brands To Soar Above Private Label A diligent focus on strategy can help national brands compete against increasingly sophisticated store brands. - Battle Of The Me-too Brands Retailers are beginning to place more emphasis on branding their private label lines, but the look-alike packaging phenomenon continues to thrive; it’s even happening brand to brand. We look at three recent trade dress lawsuits, and ask you to be the judge. Brand Innovators ’06 - Winning At Retail—And Against Retail Learn about four shelf strategies that can help fend off encroaching store brands. - Hooked On Retail A popular supplemental education brand explores its potential with an aggressive,but balanced, new retail strategy. - Retailers “Go Long” With Brand Strategy MARKETING MISFIRES - Missing It By That Much Contributing editor Robert McMath examines the pros and cons of so-called “convenience”-oriented resealable packaging. OUTSIDE THE BOX - Anti-Spill Package Delivers Value BRAND NEW - Smartwater Raises Its Packaging IQ Glaceáu’s smartwater celebrates expanded distribution with a clean, sophisticated packaging refresh. - Consumers Not Boxed In By Wine Packaging With more premium offerings entering the box format,Americans are beginning to think outside the bottle. - Party Of One? MARKET DRIVEN - Fit For The Fridge, Oval-Joyed and more... INTERNATIONAL FARE - Trading Up For Ice Cubes, Throwing A Curve To Other Juice Brands and more... FOLLOWING UP - On Developing Trends GETTING IT RIGHT - The Power Of Packaging: Underleveraged And Misunderstood EDITORIAL - Left Brain, Take Five Advertiser Index - Index |
