Next Big Design: July 2011

Friday, July 29, 2011

Movements + Moments: Tribute Performers or Private Brands?

Have you broadened your view of brands to include performers?

Consider a few of your favorite bands and it becomes easy to see it. They produce consumable content. They have a reputation and make a promise in how they perform. They have an audience and loyalists, hopefully. They have a style and often fit into certain archetype. Whether its an individual or a group, it isn't hard to see how performers are brands.

Now consider yourself in a rock band. You become highly successful and tribute performersstart forming [Beatles, Buggs; . Your friends remind you, "imitation is the sincerest form of flattery." But they are taking your content, redoing it in their form [which often isn't great] and people are paying to hear them perform. This seems comparable to a Private Label brand, at least as we have understood them in the recent past.

But, before we go there, the origin of this came from a performance by Hairball. It was interesting to watch 5,000 people at a bike ride across Iowa going insane over a tribute band. Many paid at the gate, others paid by being riders, but all had some expense to see these performers. Essentially this private label version of the classic hair bands (Aerosmith, AC/DC, Van Halen, etc.) was leveraging from the reputation of an era to build their own reputation, and making what seemed to a reasonable "rockstar" living from it.

Is this a fair comparison? Is the tribute band a private label in the music industry? Is there something interesting to learn from these tribute performers? What happens if Hairball starts coming up with their own content? What happens if their own song makes a top 20 list?

Apply this line of thinking to Private Label brands. The lines of thought are very interesting, if you've studied tribute performers enough, there's something to learn.

Is a tribute band really private label for the music industry? What can we learn from this?


Managing Principal
akeller@capsule.us

Flashback Friday: Luke Williams at FUSE

Between now and the 2012 FUSE conference, we'll be releasing occasional video footage from our 2011 conference. In today's "Flashback Friday," Luke Williams the author of "Disrupt" and creative director of Frog Design shares about "Making Innovation Work." Learn about the reasons that "innovate or die" should be a thing of the past by watching the video here:

Luke Williams of Frog Design at FUSE 2011 from IIR USA on Vimeo.


Looking for more? Subscribe to our FUSE channel on Vimeo here. Plus, the full presentation and other updates are available on our FUSE homepage.

Where Vacation Meets Private Brand

With the Summer in full swing, many minds are turning to Vacation. Those in the Private Brand world are no exception, but for Nancy Cota of Safeway's family it's going to be a working vacation.

According to this post on MyPBrand.com, "Pleasanton, California based grocer Safeway continues to promote it’s new Private Brand Open Nature in interesting and innovative ways. Nancy Cota...is traveling the country with her family in an Open Nature RV complete with samples to give away."

Cota began her career with Safeway 35 years ago and recently spearheaded the development and launch of Open Nature.™

She is blogging about the Open Nature™ road trip on the Safeway blog here.

To learn more about Private Brand at Safeway register for the Private Brand Movement conference in Chicago September 19 – 21. Alex Petrov, Vice President, Consumer Brands of Safeway will present, “Innovation: Translating The Private Label Business Model.” Download the brochure to learn more.

Wednesday, July 27, 2011

Collaborate To Innovate: European Retailers And Manufacturers

Reposted from our Private Brand Movement conference chair, Christopher Durham's site MyPBrand.com

This is the next post in a continuing series on the upcoming Private Brand Movement conference, September 19 – 21 in Chicago, Illinois. The series features a look at our keynote speakers and their topics. Our keynotes feature the most prolific minds on the topics that matter MOST: packaging trends, neuro-marketing, social consciousness, shopping behavior, next generation consumers, retail, brand identity, culture, design and of course Private Brand.

Tuesday will include a number of keynote addresses including a 11:45 presentation from Koen de Jong, Founding Director, IPLC & author of the recent book on European Private Brands, Private Label Uncovered.

Koen de Jong (M.Sc. Economics, Erasmus University Rotterdam) is Founding Director of IPLC. He successfully held various commercial and general management positions at leading manufacturers of private label in the United Kingdom, Germany, France and the Netherlands. His employers were, consecutively: Dailycer (breakfast cereals), United Coffee (coffee and tea), Dalli Werke (detergents, household cleaners, personal care) and Lamb Weston (frozen potato products). Koen is fluent in English, French, German and Dutch (mother tongue) and has an excellent feel for the cultural characteristics of the various countries within Europe.

Since 2003, he has been working as a consultant for a large number of manufacturers and retailers in Europe and beyond. As an author he published two books: Private Labels in Europe, trends and challenges for retailers and manufacturers (2007) and Private Label Uncovered, taking retailer brands to the next level (March 2011).

Koen will present: Creating Value Together: How European Retailers And Manufacturers Collaborate To Innovate

European retailers succeed in reducing the time-to market of their private label innovations. By closely collaborating with their suppliers they tap into themes that live in society and create private label sub-brands based upon this. To purchase Private Label Uncovered, go to www.iplc.nl.

Interested in this topic? Next week, the Private Brand Movement will present an exclusive interview with Koen de Jong. For more from Private Brand Movement chair Christopher Durham visit mypbrand.com.

To learn more, join us this September in Chicago for The Private Brand Movement. Download the brochure here and receive exclusive access to the 2010 executive summary when you fill out the download form. Register here for the event. Follow us on twitter for event updates @Private_brand.

Monday, July 25, 2011

Building Brands That Stand The Test of Time with Carla Cooper, CEO, Daymon Worldwide

Reposted from our Private Brand Movement conference chair, Christopher Durham's site MyPBrand.com

This is the next post in a continuing series on the upcoming Private Brand Movement conference, September 19 – 21 in Chicago, Illinois. The series features a look at our keynote speakers and their topics. Our keynotes feature the most prolific minds on the topics that matter MOST: packaging trends, neuro-marketing, social consciousness, shopping behavior, next generation consumers, retail, brand identity, culture, design and of course Private Brand.


Tuesday will include a number of keynote addresses including the presentation, “Building Brands That Stand The Test Of Time” from Carla Cooper, CEO, Daymon Worldwide. Carla will share her perspective on how brand building strategies and techniques are keys to success in today’s environment, and the areas of opportunity she sees for retailers and manufacturers.

Carla became CEO and president of Daymon Worldwide at the beginning of 2011. In 2009 she became the first female member of the Daymon Board, in addition to being the first Daymon Board member who spent her entire business career working on the national brand side.

Ms. Cooper joined PepsiCo in late November 2003 from the Kellogg Company in Battle Creek, MI where she was President and General Manager of Natural and Frozen Foods with responsibility for the company’s Worthington Foods, Kashi Company and Eggo businesses generating sales of $650 million. Kellogg’s is the world’s leading producer of ready-to-eat cereal and a leading producer of convenience foods, including toaster pastries, cereal bars, frozen waffles, and veggie foods.

A University of Puget Sound graduate (Tacoma, WA), Cooper worked in the foodservice and the retail divisions of Coca-Cola USA for 12 years, her last assignment there in 2000 was Vice President, Customer Marketing managing the all-channel, all-national customer group. During 12 years with Coca-Cola USA, her other assignments included Vice President, Fountain National Chain accounts (1995-1997) and Area Vice President, USA Fountain Division (1992-1995). Before joining Coca-Cola USA, she worked in sales and management assignments for The Procter & Gamble Company.

Ms. Cooper is an active member of the Grocery Manufacturers Association, The Food Marketing Institute, The Culinary Institute of America, and the Women’s Foodservice Forum, which she chaired for 3.5 years. Additionally, she has been active in the International Foodservice Manufacturers Association (IFMA), and was that group’s first female Chairperson. Ms. Cooper currently serves as a director for Ruth’s Hospitality Group Inc. (Ruth’s Chris Steakhouse and Mitchell’s Fishmarkets). A native of Kentucky, Cooper and her husband, Steve, live in Chicago and in Battle Creek, Michigan.

For more from Private Brand Movement chair Christopher Durham visit mypbrand.com.

To learn more about the conference, visit the event website, download the brochure or follow us on Twitter @Private_brand.

Register for the Private Brand Movement here.

Friday, July 22, 2011

Private Brand Pulse with Mary Rachide, DVP Private Brands of Family Dollar Stores

Leading up to the 2011 Private Brand Movement event, we're looking back at some of the Private Brand Pulse podcasts that we recorded in 2010.

In today's "Flashback Friday" enjoy an interview with Mary Rachide, DVP Private Brands of Family Dollar Stores.

Mary Rachide joined Family Dollar as the DVP, Private Brands in January, 2009, after working with the company as an independent consultant to articulate the company's high level Private Label vision and strategy. Previously, she was a consultant for McKinsey & Company, focused on the retail and consumer goods industries, and at Liz Claiborne, she was a Divisional Controller. Mary holds an MBA from Duke University and undergraduate degrees in Business and Political Science from the University of Richmond.

Mary presented, "Making it Real: The Early Days of Bringing a Private Brand Vision to Life" at the 2010 Private Brand Movement event.

You can listen to the 2010 podcast with Mary here, or read a transcript here.



For more on the changing Private Label world, join us this September in Chicago for The Private Brand Movement. Download the brochure here and receive exclusive access to the 2010 executive summary when you fill out the download form.

Follow us on twitter for event updates @Private_brand

Wednesday, July 20, 2011

Save on the Private Brand Movement and Get Exclusive Access to the 2010 Executive Summary

The Private Brand Movement event is the perfect combination of perspectives that expose and explore your specific challenges and opportunities in the private brand industry. Truly the most comprehensive Private Brand event in existence, it's designed to address the industry holistically, from insight to creation to market. Whatever your part is in the private brand movement, you will undoubtedly find this event valuable.

Our function-based concurrent sessions are organized around your roles and goals:
MANUFACTURING IN THE NEW AGE
• Brand Building Économique: Building a Viable Brand through Innovative Consumer Engagement - SOMA BEVERAGE COMPANY
• Applying CPG Best Practices to Private Brand Development - CONAGRA FOODS
• Label & Packaging Material Solutions to Enhance Your Brand - AVERY DENNISON
• Making Strong Brands Stronger: A Unique Approach to Moving Beyond Value - CHURCH & DWIGHT

BRAND STRATEGY & DESIGN
• Customer-Centric Portfolio Management - DAYMON WORLDWIDE
• Building a Private Brand Organization: Leveraging CPG Best Practices and Strategies to Create World-Class Performance - MICHAELS STORES
• Innovation - Transforming the Private Label Business Model - SAFEWAY
• Making It Matter: Creating the Business Case for a Brand Launch - REI
• Drinking the Private Label "Kool-Aid" - ASSOCIATED FOOD STORES

GO TO MARKET
• Transformational Change: Building 'Curious Disbelief,' Credibility & Consideration for Kmart - SEARS HOLDINGS
• Leveraging Trends to Build Brands: Treating Fragrance & Skincare like Fashon - BATH & BODY WORKS
• Private Brands Become National Brands - Selling to Other Retailers - OFFICEMAX
• How Licensed & Exclusive Brands Play in the Portfolio - STOP & SHOP

PACKAGING TRENDS
• The Evolution of Design & Brands - OFFICEMAX
• Activating Shopper Insights to Uncover Opportunities in Private Label Packaging and Brand Growth - OFFICE DEPOT
• Shopper-Centric Packaging: New Value through Packaging - PETCO, STAPLES

KEYNOTES ARE A "WHO'S WHO" IN BRAND DESIGN & RETAIL

1. Harry Pearce, Design Legend of Pentagram & Consummate Provocateur
2. Paco Underhill, Author of the Best-Selling Why We Buy
3. Koen de Jong, Esteemed Author of Private Label Uncovered
4. Carla Cooper, CEO of Industry Leader, Daymon Worldwide
5. Maggie Hodgetts, Head of Design, Waitrose

Download the full program for complete conference details. Plus, when you fill in the download form you will receive the 2010 Executive Summary - to assist in justifying your 2011 attendance.

Whether you've attended the Private Brand Movement in the past or you are new to the event, you don't want to miss the opportunity to attend the most comprehensive event on Private Brand. Register by this Friday, July 22nd and save $300 off the standard rate. Register here.

Private label is not a trend; it's a certified movement.... Consequently, this is not merely an event it's a call to action.

See you in Chicago,
The Private Brand Movement Event Team

Follow Us on Twitter.

Tuesday, July 19, 2011

Movements + Moments: Private brand discoveries.

Capsule will be sharing our perspective on relevant movements and moments as we make our way to the Private Brand Conference in September. To start, a discovery from our own history books. Byerly's grocery stores.

Do you remember when you "got" the concept of brand? You know, when you felt like you really understood the concept and could apply it to how you work, interact and live.

Then, when did you start to look at movie stars, politicians and retailers as brands? You know, the places you visit that, if you get brand, have a reputation of their own and therefore a brand to build and protect.

Well, one of our early clients was Byerly's grocery stores. If you're unaware, they're an upscale grocery chain in the Minneapolis/St. Paul area. Their reputation is for white glove premium products, carpeting, wood floors and amenities you typically don't get with grocery. The experience is premium and the brand meaning does have a strong connection to premium.

So, when we started working with Byerly's to help them rebrand, the conversation of private brands was a big one. Private brands are traditionally the opening price point and perceived to be the lowest quality. The Byerly's brand was being associated with lowest quality in the store, not exactly the right intention.

The brand definition work along with a defining of the Byerly's experience led to a better definition of what the brand meant. It also helped define where it should appear and which private brand products it should lend its stellar reputation.

Byerly's Former and Current










The Private Brand moment was when our client started looking at their private brands as reflecting on the retail brand. When you consider a retailer to be a brand, it changes how you see private brands.

When did you get the concept of brand? When did you translate it to private brands? Or do you hope to at the Private Brand Conference in September?

Managing Principal
akeller@capsule.us

Saturday, July 16, 2011

Design: Giving Voice To The Private Brand – Harry Pearce, Pentagram

Reposted from our Private Brand Movement conference chair, Christopher Durham's site MyPBrand.com

This is the third in a continuing series on the upcoming Private Brand Movement conference, September 19 – 21 in Chicago, Illinois. The series presents a look at each of the keynote speakers and their topics. Our keynotes feature the most prolific minds on the topics that matter MOST: packaging trends, neuro-marketing, social consciousness, shopping behavior, next generation consumers, retail, brand identity, culture, design and of course Private Brand. It’s a veritable “who’s who” in brand management, marketing, package design and strategy.

Tuesday will include a number of keynote addresses including the presentation, “Design: Giving Voice To The Private Brand” from Harry Pearce, Partner, Pentagram.

Design: Giving Voice To The Private Brand”
From the omnipresent national private brand to the humble corner store, the power of design elevates product, giving it a unique and powerful force in the marketplace. Effective design is inherently about truth. This is a story of 25 years of discovery and of the power of design through the pursuit of brand integrity.

Harry Pearce was born in 1960 and studied at Canterbury College of Art. He co-founded Lippa Pearce Design in 1990.

Harry’s work touches many disciplines, from spatial design and identity to print and packaging. His clients range from Phaidon Publishing, Williams F1 and Kangol to Shakespeare’s Globe, Saks Fifth Avenue, the Science Museum and Boots, for whom Harry has created designs for over 23 years. Some of his major corporate identity work includes Halfords and The Co-operative.

Harry is dedicated to supporting human rights. Over the last 15 years he has created all the design material for Witness in New York City, founded by the musician and activist Peter Gabriel. He also sits on the advisory board.

Harry has won many national and international design awards including two D&AD Silvers.

He was one of a few graphic designers chosen to exhibit in a show of excellence in New York to celebrate British design. His work was exhibited at the 50th anniversary exhibition of the Alliance Graphique Internationale (AGI) Paris, of which he is also a member. He is a member of the Royal Mail’s Stamp Advisory Committee.

He regularly speaks at major international design conferences across the globe, including AGIdeas in Australia, Design Indaba, South Africa, Semi Permanent, New Zealand and Design Yatra, India. Speaking engagements have also taken him to New York and Chicago, as well as colleges, Museums and the Typographic Circle in the UK.

In 2006 he joined the London office of the groundbreaking multi-disciplinary design firm Pentagram as Partner.





For more from Private Brand Movement chair Christopher Durham visit mypbrand.com.

To learn more about the conference, visit the event website, download the brochure or follow us on Twitter @Private_brand.

Register for the Private Brand Movement here.

Friday, July 15, 2011

Flashback Friday: The Private Brand Pulse with Moe Alkemade DVP – GMM Private Brands Walgreens

Leading up to the 2011 Private Brand Movement event, we're looking back at some of the Private Brand Pulse podcasts that we recorded in 2010.

In today's "Flashback Friday" enjoy an interview with Moe Alkemade, DVP – GMM Private Brands at Walgreens wherein he discusses approaching change within an organization and Walgreens Private Brand strategy.

Moe has been with Walgreens since June 2009 where he is the Divisional VP of Private Brands. Prior to that, he worked for Kraft Foods for 15 years both domestically and internationally. Moe has experience in a number of functions including Sales, Marketing, Logistics and Finance. One of his last assignments with Kraft was running Sales and Logistics for Kraft Asia.

You can listen to the 2010 podcast with Moe here, or read a transcript here.

For more on the changing Private Label world, join us this September in Chicago for The Private Brand Movement. Download the brochure here.

Thursday, July 14, 2011

Kroger Takes to The Web With ComfortsForBaby.com

As reported on MyPBrand.com, Private Brand Movement featured company Kroger is promoting its new Private Label “Comforts”, a line of baby products, with a website ComfortsForBaby.com that allows moms to share their words of wisdom with others.

Anchored by “Chief Comforts Mom” Paula Andruss, the site provides "a place where [moms] can share, support and learn from each other."

In addition to user generated content and blogs, the site also features coupons, promotions and information about Comfort brand products making this an interesting tool for incorporating the Comforts brand into mother's lifestyles. From the site you can also connect with the Comforts For Baby brand on social media sites such as Twitter and Facebook.

To read more about the site read the full post at MyPBrand.com.

Or, to learn more about Kroger’s Private Brand initiatives register for the Private Brand Movement conference in Chicago September 19 – 21 where Susan Sanderson, Director, Corporate Brand Management, The Kroger Company will join Nancy Dumais, Director Of Branding And Design – Private Brands, Delhaize America and Eli Getson, SVP, GMM, Golfsmith in a panel discussion titled: The Future Of Owned Brands Amidst Economic Revival.


For more updates and Private Brand news, follow us on Twitter @Private_brand.

Michelle LeBlanc is a Social Media Strategist at IIR USA with a specialization in marketing. She may be reached at mleblanc@iirusa.com.

Tuesday, July 12, 2011

Last Chance to Save $300 on the Private Brand Movement Conference


The Private Brand Movement is the most comprehensive private brand in the world. The conference design allows you to dive deep on every stage of store branding - from developing the product options (manufacturing), to developing the brand (brand strategy and design) to what happens on shelf (go to market).

We've translated your challenges into a true industry event that tackles critical issues and explores new opportunities through practical real world illustrations. Our function based sessions are thoughtfully organized around roles and goals so the information is extremely relevant to what you do, what you are charged with accomplishing and how you measure success. The outcome is an experience so encompassing, because it delivers the right mix of the right perspectives certain to accelerate innovation.

Not only will you hear from your peers, you'll hear from some of the most prolific minds in branding and retail today such as design legend, Harry Pearce from Pentagram and retail guru Paco Underhill.

Sample of sessions:

Design for Life - Creating a New Design Language for Health and Well-being in the Retail Sector

Jonathon Ford, Creative Partner, Pearlfisher

Maggie Hodgetts, Head of Design, Waitrose

Innovation: Translating the Private Label Business Model

Alex Pertrov, Vice President, Consumer Brands, Safeway

Private Brands become National Brands: Selling to other Retailers

Mike Kitz, VP - OfficeMax Brands & Product Development, OfficeMax

Marc Okicich, Director - Marketing & Branding, New Business, OfficeMax

Download the brochure now to see the full session descriptions.

Private label is not a trend; it's a certified movement.... Consequently, this is not merely an event it's a call to action. Don't forget to register by this Friday, July 15th and save $300 off the standard rate. See you in Chicago,

The Private Brand Movement Event Team

A special thanks to our Marquee Sponsor Daymon Worldwide.

Visit the Event Homepage.

Follow Us on Twitter: http://twitter.com/private_brand

Friday, July 8, 2011

Flashback Friday: The Private Brand Pulse with Vickie VanHurley, Ph.D. and Gregg Keeton


Leading up to the 2011 Private Brand Movement event, we're looking back at some of the Private Brand Pulse podcasts that we recorded in 2010.

In today's "Flashback Friday" enjoy an interview with Vickie VanHurley, Ph.D. and Gregg Keeton.

Vickie has been a graphic designer & illustrator for over 25 years. She serves as a graphic design professor (Southern Illinois University, University of Kentucky, Michigan State University) for over 11 years. Vickie earned her Ph.D. from Michigan State University (research focus: packaging design as the new advertising-does packaging design influence consumer purchase intent?).


Gregg Keeton is a 35 year graphic design veteran with 25 of those years spent as a packaging designer for Meijer. Gregg is a graduate of University of Kentucky with a BS in advertising and art and a graduate of Kendall College of Art & Design, Ferris State University.

Gregg and Vickie presented "May the [Brand Building] Force Be With You!" at the 2010 Private Brand Movement event.

Listen to the 2010 Private Brand Pulse podcast with Gregg and Vickie here. Or read a transcript of the podcast here.

Looking for more content on building and designing private brands? Join us this September in Chicago for The Private Brand Movement. Download the brochure here.

Friday, July 1, 2011

Flashback Friday: The Private Brand Pulse with Melissa Smith-Hazen, AHOLD USA


Leading up to the 2011 Private Brand Movement event, we're looking back at some of the Private Brand Pulse podcasts that we recorded in 2010.

In our first "Flashback Friday," enjoy an interview with Melissa Smith-Hazen with Ahold USA.

Melissa Smith-Hazen joined Ahold USA in 2004 as Director of Strategic Design. Her work has focused on Design Direction for private label brands including natural, premium and everyday product lines. Prior to working for Ahold, Melissa worked as a design consultant with various design firms including Fitch Inc., working with clients in consumer products, retail environments, financial services, manufacturing and business services. In this role Melissa led work that included corporate identity design, packaging, retail signage and collateral.

Listen to the 2010 Private Brand Pulse podcast with Melissa Smith-Hazen here. Or read a transcript of the podcast here.

Looking for more content on the changing face of private brands? Join us this September in Chicago for The Private Brand Movement.