For years, Driscoll’s sold its fresh berries in clamshells that bore a label in the upper corner with traditional yellow and green colors. The label had the same shape no matter what type of berry and included an image of a famer picking a mélange of berries. The logo appeared in straight, sans-serif font.
Crowdsourcing has replaced focus groups, an executive recently declared in a New York Times article titled “Crowdsourcing to Get Ideas, and Perhaps Save Money.” The executive happens to have a vested interest in proclaiming the death of the focus group. His company, UberTesting, offers access to consumers who are willing to be recorded remotely as they try out products and navigate through websites. However, he has a point.
These days, most retailers prefer that their own line of products be called private brands, not private-label products. Many might even call these products a store brand or own brand. Indeed, there has been considerable evolution in this segment of the market.