Private Label: Turning the Retail Brand Threat into Your Biggest Opportunity

This book urges you to view own label as proper branded propositions. Using persuasive arguments it shows how own labels will continue to rise, while there will always be a place for properly-targetted, self-justifying brands. From estabishing the argument, the authors go on to explain how the new world order will work and how retailer, brand-owner and manufacturer can benefit. There is extensive use of a Saatchi survey which is eminently quotable.The problem with it is the level at which it speaks to the reader. The introduction is particularly hard going, using created words such as co-opetition and retailizing. Marketing gets a bad name from this sort of unnecessary jargon. Added to this is the constant repetition of survey quotes and the over-statement of the point with graphs and I couldn't help but feel patronised.All in all, it has some valuable things to say, but could get them said a lot more quickly. Good as an intro to the FMCG retail environment, but not a book which has you wondering at the insight and possibility.