While traveling to Chicago today (an adventure in and of itself, due to delayed and cancelled flights and two trips through security – a story for another time), I had the opportunity to read a fascinating in-flight magazine article in American Airlines’ American Way magazine.
The article, titled “The Brand Challenge,” by Kristin Baird Rattini, discusses how private labels in grocery stores are gaining some real traction against national brands. Since I was already contemplating a post that focused on how brands outside of the legal industry can teach us lessons, I was particularly attuned to how the article is relevant to lawyers and legal marketers.
Let’s look at a few of the quotes that struck me, first, starting with the idea behind the article:
It’s called the Publix Brand Challenge, and it’s as close to a callout as you’ll find in the grocery industry. Several times a year, the Publix Super Markets chain in the Southeast pits three to five of its store-brand products against their national-brand equivalents…If customers buy one of the featured national-brand products, they’ll get the Publix store-branded version for free. ‘Buy theirs, get ours free,’ the ad trumpets. ‘We think you’ll prefer Publix.’”