Behind the writing of new e-book ‘Thinking Store Brands First’

Greg Pohlmann, who spent 40 years in the store brand industry, is the author of a new e-book, “Thinking Store Brands First,” which provides best practice guidelines for retailers and wholesalers wanting to enhance customer loyalty and increase operating profits.

With such a lengthy industry career, you could call Pohlmann an expert in store brands. He was a district supervisor and director of store operations for Aldi, which is on track to become the third-largest grocer in America and is well-known for its store brands. Pohlmann also worked as a vice president for Topco Associates and was an officer with Daymon in addition to being a vice president for Valley Consumer Products Group and spending several years with Marketing Management Inc.

Pohlmann’s book, published online by Store Brands parent company EnsembleIQ, contains 14 chapters — 13 of them devoted to store brand best-practice guidelines and one chapter on the future of store brands.

In this video interview with Store Brands’ Editor-in-Chief Lawrence Aylward, Pohlmann discusses why he wrote the book as well as how retailers can communicate to consumers the real value of store brands.