White Label

Up & Up. Equate. Wholesome Pantry. Shoprite. Private labels. They’re staples at most supermarkets and big-box stores. In fact, you’ve probably bought dozens of different private label products in the


Imagine that there’s a new pizza shop in town with a unique promise: you only have to pay for the pizza if you actually enjoy it. In fact, they’ll make

Building Brand Equity

Walmart. Coke. Amazon. When you read the name of each of these brands, you associate them with specific ideas. Walmart is cheap. Coke is refreshing. Amazon is fast and easy.