Leasing White Label Products versus Building Brand-Based Programs

by Shauna Nicholson on January 9, 2012

in Business, Entrepreneur, Marketing, Strategy

This post is an extension of Rethinking Marketing: Create Consumer Value through Brand Extensions

I realize white labeling products is easy and sometimes headline-grabbing for brands. But the reality is they’re still products. Regardless of sexy new concepts using “social integration” or “mobile accessibility”, a product limited by transaction.

marketer opportunity to grow business

It is important to differentiate the use of products as part of a campaign versus actual program development. Programs are developed uniquely to a business,tied to a bottom line business goal.

But that’s not the fault of the company selling the white labeled the product. In fact, it’d be impossible for the companies developing these products to execute any other way–they don’t know your business.

Creating programs that improve the way business is done is the responsibility of the marketer. The marketer has the opportunity to pair innovative products with fundamental business growth. Why settle for retro-fitted products?

Tagged as: product marketing, program marketing, ROI, start up

  • http://profiles.google.com/aelainen Ashley Nicholson

    I think you need both things. Sometimes a
    brand can really leverage a product, but sometimes it’s good for them to
    stand alone. However, I believe there really are some things that
    simply should continue to be bought and relabeled as another. There’s a
    time and place for everything.

    Also, I also believe the decision should correspond with the bottom line of the product maker.

  • http://www.shaunanicholson.com/ Shauna Nicholson

    You have a great point and I agree. I should have done better to address this, so I’m thankful you did!

    The fire in writing this came from seeing marketers who stop at just this plug and play approach–particularly when so much more can be done to remarkable influence consumer value (and thereby, the business goals).

    Frankly, when this becomes standard, product use commoditizes the marketer and lessens the value. I feel it’s the job of the marketer to understand the role of white labeling within the great business value of program development (for the betterment of the business as well as ensuring long-term value of the marketing professional).

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