Questions with the Vertex Judges: Rick Barrack
In preparation for the judging of the annual Vertex Awards International Private Brand Design Competition I sat down with each of the judges and asked them five questions about Private Brands, package design and differentiation – their answers present a unique global perspective and depth of knowledge of the retail brand space.
The competition closes January 15th so ENTER TODAY.
Today’s conversation is with Rick Barrack, Chief Creative Officer & Managing Partner, CBX New York, United States
What was your first memory/experience of Private Brand? My mom serving me Kroger’s Frosted Flakes.
What does the future of retail owned brands look like? In the future, I predict that “retail owned brands” will be hardly distinguishable from national brands. We’re seeing more and more that retailers are treating their owned brands as importantly as their national brand counterparts. Take Walgreens – this summer they created a TV ad to promote the Ology brand. Does that sound like a national brand move or what?
How important is strategy to the success of a Private Brand? Strategy is incredibly important – at CBX we like to say that without strategy, design is just a bunch of pretty pictures. But arguably even more […]