Your brand is your most important asset, but you have to actively develop, manage and promote it if you want it to be successful. Since 1977, David Biernbaum and his team have brought to market more than 200 highly successful consumer brands still in the marketplace today. He can help you avoid the pitfalls of the CPG industry and get your product to market and in consumers’ hands quickly and efficiently.
Private Label Branding
A growing trend in the CPG industry is private or white label brands, which are the store brands developed to compete against name brand products. David was a pioneer in the store branding trend, having helped develop private label brands for retailers like Walmart, Walgreens, CVS, Kmart, Rite Aid, Kroger, Target, Publix and many others.
Celebrity brands is another niche David and his team are well-versed in. He has been a strategic consultant for many celebrity brands and has developed CPG brands for “once famous,” “almost famous” and “famous experts,” as well as for licensed brands like Disney, Mattel, Warner Bros., Susan G. Komen and AAA Motor Club. Many of his early celebrities have gone on to become big stars, which has only enhanced the appeal of their brands.
Voice for Entrepreneurial Brands
In addition to his client work, David serves as a mentor, advisor and leader in the trade industry, working with NACDS, GMDC and ECRM. As such, he is a strong voice and lobby for entrepreneurial and innovative brands that may have difficulty competing against large, well established brands. In 2007, “SKU Rationalization” on the part of national retailers was resulting in smaller brands losing their space on retail shelves. David wrote a white paper that was critical of the practice and it was presented by his team of industry experts to the highest ranking executives at the NACDS Annual Meeting. The white paper was very well received and resulted in a change in practices that helped smaller brands retain retail shelf space and preserve sales.