NEW DIRECTIONS

There's a fairy tale in which a frog kissed by a princess turns into a prince. In today's supermarket, private-label products are playing the role of the prince. No longer relegated to economy class, many of today's private-label products offer high or even premium quality -- with packaging to match."Shopping is a branded experience," explained Allen Adamson, managing director at Landor Associates,

There's a fairy tale in which a frog kissed by a princess turns into a prince. In today's supermarket, private-label products are playing the role of the prince. No longer relegated to economy class, many of today's private-label products offer high or even premium quality -- with packaging to match.

"Shopping is a branded experience," explained Allen Adamson, managing director at Landor Associates, a New York-based firm that recently completed redesigns for private-label programs for

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