“Retailers are building brands, and if you don’t recognize that, you have blinders on and are missing what’s going on,” Lynch said in poignant remarks during a panel discussion April 16 at FUSE, a conference focusing on marketing, design, and branding of consumer packaged goods.
Product competition between retailers and national brands, Lynch added, will only intensify as retailers continue to lure top talent from well-known consumer packaged goods companies. She cited PepsiCo, Kraft, and Procter & Gamble as companies that recently have lost chief marketing officers to retailers building their own brand bases.
