In a continuously disrupted landscape, many retailers are realizing the potential for private brands to not only improve margins, but to also attract customers, build baskets and drive loyalty. However, given retail’s traditional reliance on CPG companies to develop and cultivate brands, capabilities around true brand management are often limited. 

Retailers leaning in on private brands would be wise to establish and elevate brand management capabilities to improve the likelihood of success of any private brand strategy by establishing a clear and coherent brand architecture, identifying white space opportunities, developing brand platforms, creating and launching product, and sustaining brand health over time. Retailers such as Target are recognizing this and establishing brand management teams to oversee the portfolio of private brands, define strategies and lead execution.

There is a little bit of brand in everything your business says and does. We’ve created this series to give you a little bit of brand thinking to inject into your business strategy, and help you make smarter decisions. So today, let’s spend the next 150 seconds talking about brand architecture.