Marketers typically focus their attention on brand-building through advertising, promotions, and social media. The reality is, however, that their brands will largely succeed or fail at the retail shelf, both in digital and in brick-and-mortar, where most purchase decisions are made.
At the shelf, they will find far stronger private label competitors than before. Retail brands have raised their game and been rewarded with share gains. To win back lost ground, leading brands will need to do the same by acknowledging the challenge, adjusting their competitive mind-sets, and developing the right processes to bring more effective packaging to the market. Those that do that will be rewarded with packaging that allows their brand to justify price premiums and increase market share.