A Springtime Stroll Down the Aisles

April 14, 2016

April 2016 – Last week, as spring was still blossoming, I got to spend the day with Daymon’s co-founder Milt Sender who is still so passionate about what we do.

As we ventured out to a couple of stores to see what’s going on, a few things became clear: Milt doesn’t miss a trick, and a casual stroll through the aisles can highlight opportunities for private brands.

Here are a few things that really stood out to me.

  1. All pints of ice cream are not created equal. Head to the freezer section and pick up two pints of ice cream. If one weighs half as much as the other brand, there’s a quality problem to focus on.
  2. Good storytelling makes a difference. National brands tend to tell a good story about their product on the packaging, but often times private brands don’t. We should be telling the product story regardless of the name on the product.
  3. Clear and consistent branding is a must. There are inconsistencies between various tiers of some retailers’ brands, and it seems they aren’t as strategically thought through as they could be. If a consumer can’t tell what you’re getting at, it may be time to rethink how you’re communicating your brand.

From quality to packaging to overall branding, and everything in-between, there’s room for improvement, and Daymon’s got your back. Feel free to reach out to me at JimH@daymon.com with your thoughts as well as to discuss how Daymon can help your brand stand out on shelf.

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