It's time to study private label in a whole new light. The industry has become a star player in retailing, the quintessential competitive strategy when it comes to influence, innovation and quality. Private label products work hard. They build corporate equity, marketplace differentiation and consumer loyalty. They've achieved a special place, one from which much is expected. But there’s no time for backslapping, it’s imperative for us to discuss the challenges and opportunities that come with this new and deeper responsibility. Private label is a brand!
