Greg Thain

“Of the Top Most Valued Brands in 2011, Coca-Cola and Marlboro were 6th and 8th, with their brands valued at $73.8 billion and $67.5 billion. Although retailers have developed private label cola and cigarettes, they can’t position them like these brands, using anything like the Open Happiness campaign and the Marlboro Man, because the private label imagery is intimately tied to the store’s imagery, which by definition will always have to be very broad and bland in comparison.”

Greg Thain, Store Wars: The Worldwide Battle for Mindspace and Shelfspace, Online and In-store
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