In over 30 years in the retail consumer goods business, David Biernbaum played a part in launching numerous “small brands” that later became mainstays in the CPG arena, by working only with category expanders. What do you see as the key qualities for a successful small brand?
What a difference a few years can make. In September 2003, Meijer, Inc. laid off 350 headquarters workers – 15 percent of its corporate work force of about 2,300 – “to increase its competitive position in the supercenter discount industry.” Fast forward to 2007, and Meijer seems to have found its footing again, just as Wal-Mart is taking a needed breather. What lessons can be learned about the turnaround at Meijer?
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