Consumers are relying less on brands to guide their choices, and brands are searching for ways to build loyalty among increasingly discerning and fragmented consumer groups.
What’s Next? According to The Hartman Group’s Brand Ambition: Food and Beverage Private Brands & Beyond report, given the cultural shift away from brand dependency, both private brands and name brands are subject to many of the same pressures and constraints. In a world of consumers focused more on attributes and less on brand, the concept of “brand” itself remains viable only insofar as it consistently, meaningfully and distinctively represents the attributes that are relevant to consumers in a given category or set of categories. 
You can learn more about the report and order it here: Hartman Brand Report
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