Shopper Marketing - October 2017 - 8

EDITORIAL

Finding	a	Band-Aid	for	Brands
M
y summer began unceremoniously this year with a thumb
caught in a door that was slammed
shut by a sudden burst of thunderstorm
wind. (That, admittedly, is a far less seasonally romantic image than the ones
evoked by Johnny Mercer and Frank
Sinatra all those years ago.)
Once the first few seconds of screaming ended, there was no lingering pain
or loss of functionality. In fact, the only
problem caused by the injury was the
need to keep my thumb wrapped so that
others wouldn't have to view the gaping hole
that has been working its way up and out of
my nail for the last few months. Regeneration
truly is a biological wonder, but not everyone
wants to see it in action.
So I've spent an undue amount of time this
summer finding and applying Band-Aids to
my thumb - or rather, sometimes applying
Band-Aids and sometimes using "adhesive
bandages" or "fabric bandages" from several
other, mostly private-label brands.
Depending on the exact uses to which I'm
putting my thumb, I go through at least a few
of those alternatives each day. I've even taken
to employing a second bandage to keep the
first one from losing its adhesiveness and falling off too quickly. However, when I put on a
Band-Aid, it stays stuck until I decide to remove
it, regardless of how much backyard dirt and
shower water it faces. The product's superior-

8

y SHOPPER MARKETING OCTOBER 2017

ity to the competition is fairly dramatic.
Is this the reason that Band-Aid has become
synonymous with its product category? The
reason why most consumers ask for a BandAid when they really only need an adhesive
bandage? To be honest, that's probably only
part of the reason.
At some point, back in the glory days of
mass media product advertising, I'm sure at
least a few consumers were won over (or at
least conditioned) by Johnson & Johnson's
persistent branding activity, which for you ad
historians included a Barry Manilow-penned
jingle back in the 1970s (also a far cry from
Mercer and Sinatra, by the way).
Product superiority has never guaranteed
category dominance - and especially not
now in an environment where extreme-value
chains are outperforming every other retail
format (as you'll learn in our channel profile
on page 22) and where you never know what



Table of Contents for the Digital Edition of Shopper Marketing - October 2017

Contents
Shopper Marketing - October 2017 - Intro
Shopper Marketing - October 2017 - 1
Shopper Marketing - October 2017 - 2
Shopper Marketing - October 2017 - 3
Shopper Marketing - October 2017 - Contents
Shopper Marketing - October 2017 - 5
Shopper Marketing - October 2017 - 6
Shopper Marketing - October 2017 - 7
Shopper Marketing - October 2017 - 8
Shopper Marketing - October 2017 - 9
Shopper Marketing - October 2017 - 10
Shopper Marketing - October 2017 - 11
Shopper Marketing - October 2017 - 12
Shopper Marketing - October 2017 - 13
Shopper Marketing - October 2017 - 14
Shopper Marketing - October 2017 - 15
Shopper Marketing - October 2017 - 16
Shopper Marketing - October 2017 - 17
Shopper Marketing - October 2017 - 18
Shopper Marketing - October 2017 - 19
Shopper Marketing - October 2017 - 20
Shopper Marketing - October 2017 - 21
Shopper Marketing - October 2017 - 22
Shopper Marketing - October 2017 - 23
Shopper Marketing - October 2017 - 24
Shopper Marketing - October 2017 - 25
Shopper Marketing - October 2017 - 26
Shopper Marketing - October 2017 - 27
Shopper Marketing - October 2017 - 28
Shopper Marketing - October 2017 - 29
Shopper Marketing - October 2017 - 30
Shopper Marketing - October 2017 - 31
Shopper Marketing - October 2017 - 32
Shopper Marketing - October 2017 - 33
Shopper Marketing - October 2017 - 34
Shopper Marketing - October 2017 - 35
Shopper Marketing - October 2017 - 36
Shopper Marketing - October 2017 - 37
Shopper Marketing - October 2017 - 38
Shopper Marketing - October 2017 - 39
Shopper Marketing - October 2017 - 40
Shopper Marketing - October 2017 - 41
Shopper Marketing - October 2017 - 42
Shopper Marketing - October 2017 - 43
Shopper Marketing - October 2017 - 44
Shopper Marketing - October 2017 - 45
Shopper Marketing - October 2017 - 46
Shopper Marketing - October 2017 - 47
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Shopper Marketing - October 2017 - 49
Shopper Marketing - October 2017 - 50
Shopper Marketing - October 2017 - 51
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Shopper Marketing - October 2017 - 53
Shopper Marketing - October 2017 - 54
Shopper Marketing - October 2017 - 55
Shopper Marketing - October 2017 - 56
Shopper Marketing - October 2017 - 57
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Shopper Marketing - October 2017 - 60
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Shopper Marketing - October 2017 - 63
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Shopper Marketing - October 2017 - 71
Shopper Marketing - October 2017 - 72
Shopper Marketing - October 2017 - 73
Shopper Marketing - October 2017 - 74
Shopper Marketing - October 2017 - 75
Shopper Marketing - October 2017 - 76
Shopper Marketing - October 2017 - 77
Shopper Marketing - October 2017 - 78
Shopper Marketing - October 2017 - 79
Shopper Marketing - October 2017 - 80
Shopper Marketing - October 2017 - 81
Shopper Marketing - October 2017 - 82
Shopper Marketing - October 2017 - 83
Shopper Marketing - October 2017 - 84
Shopper Marketing - October 2017 - 85
Shopper Marketing - October 2017 - 86
Shopper Marketing - October 2017 - 87
Shopper Marketing - October 2017 - 88
Shopper Marketing - October 2017 - 89
Shopper Marketing - October 2017 - 90
Shopper Marketing - October 2017 - 91
Shopper Marketing - October 2017 - 92
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Shopper Marketing - October 2017 - 94
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Shopper Marketing - October 2017 - 97
Shopper Marketing - October 2017 - 98
Shopper Marketing - October 2017 - 99
Shopper Marketing - October 2017 - 100
Shopper Marketing - October 2017 - 101
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Shopper Marketing - October 2017 - 104
Shopper Marketing - October 2017 - 105
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Shopper Marketing - October 2017 - 109
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Shopper Marketing - October 2017 - 113
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