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Six steps for developing store brands

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No matter who is designing your packaging, you’d better have an educated idea of what is going on in the store, and how your product fits in. It sounds obvious, but Paul Lieber says companies still could do better, in his experience packaging private-label products.

“One of the first things I tell potential customers is to have an awareness that the store is the brand,” said Lieber, founder and CEO of Royal Labs, a contract manufacturer and packager, in a presentation at HBA Global Expo in September in New York.

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