Private labels aren’t just for grocery stores—they’re a masterclass in perception, value, and strategy

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From Costco’s Kirkland to Target’s private brands, and Aldi’s recent repackaging redesign, these brands are proving that how you frame your offering can dramatically influence customer behavior.

In this episode of Brandy, Reilly Newman and Scott Saunders explore the power of private labels and unpack the lessons founders and marketers can apply to both products and services. We compare different approaches, including Trader Joe’s and their unique shopping environment, to reveal how strategy, design, and context all play a role in shaping perception and driving value.

What You'll Learn:

• Why private labels are more than just budget alternatives... they’re a tool for strategic positioning.
• What a private label is exactly.
• How Costco, Target, Aldi, and Trader Joe’s approach private labels differently and why it matters.
• How framing offerings can influence perceived value and customer loyalty.
• How to apply private label thinking to service businesses, not just products.
• Actionable insights on designing offerings, messaging, and experiences that feel premium while maintaining flexibility.

Whether you’re a founder looking to launch a new product or a marketer wanting to differentiate your service, this episode will give you a blueprint for using strategic framing to build perception, value, and trust.

Have a brand marketing question?

Reilly & Scott will answer it on the next episode!

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⁠About Motif Brands: MotifBrands.com⁠

Motif Brands specializes in impactful brand transformations that drive results. Real rebrands that shift perceptions, elevate positioning, and create undeniable clarity in the market.

Who is Reilly Newman?

Reilly Newman is a trusted source for Inc, Forbes, Fortune, AP, MarketWatch, Quartz, The Drum, The Food Institute, and more, offering insights on brand strategy, marketing, human behavior, and buyer psychology.

Reilly's obsession with human behavior led him into the world of brand strategy, where he explores why people make buying decisions and how brands effectively sell themselves. Reilly founded Motif Brands, leveraging his expertise to guide business growth.

Who is Scott Saunders?

Award-winning graphic designer and creative director with over 30+ years of experience who loves the craft of storytelling, vintage typography, and branding. Scott writes and designs in collaboration with Motif Brands.