Brands must face private-label challenge, marketers say

04/24/2013 | AdNews (Australia)

Advertising executives in Australia say private-label products are not going away, and brands must face the challenge with innovation. "Fail early, fail often," said Giles Day, founding partner of Northandsouth. "That means bringing things to life early, showing them to people, maybe making a fool of yourself because it's not very good yet. But you've got to do some rubbish so you can go round and round in that circle."

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