Sales of private label brands are growing as the consumer market has gone experiential. Private labels transform the product-first 4Ps of marketing into experience. CPG marketers must evolve to 4Es: Experience replaces Product, Exchange for Price, Evangelism is Promotion, Everyplace is Placement.
from Forbes Real Time http://www.forbes.com/sites/pamdanziger/2017/07/28/growth-in-store-brands-and-private-label-its-not-about-price-but-experience/
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