Thanks to Wouter for giving me the headline, referring to the responsibility of brand leaders to help their customers sell more stuff, including Private Label.
Consumer insight, leading to accurate segmentation and innovation (in both product and packaging) is the key; so when the most interesting stuff on shelf is from Private Label (like these great little Spice ‘potjes’ from Albert Heijn), it’s often a sign that the Captain is ‘missing in inaction’.