2009 Articles
Ad Age Daily, December 2009
“How to Balance Brand Building and Price Promotion” by Doug Brooks
As the economy begins to strengthen and marketers chart their course for 2010, the discussion topic in many boardrooms will be about striking this balance between investments in long-term brand building and short-term price promotion. To do this, many companies will need to break some of the dirty habits they adopted and carefully wean customers off the “buy only on deal” mindset. [Download PDF]
Grocery Headquarters, November 2009
“Talking shop with…Gerry Gersovitz” by Seth Mendelson
The residual effect of adding new private brand users can represent a much bigger volume and profit gain to the retailer. [Read More]
Willard Bishop White Paper, October 2009
“Co-Opetition’s Impact on Retailer and National Brand Manufacturer Relationships” by Jim Hertel, Managing Partner, Willard Bishop
Collaborative merchandising joining complementary National and Private Brands is a low-risk, high-return approach to quickly generating mutual benefits and reducing tensions between trading partners. [Download PDF]
