A Q&A with Chandra Wiggs, the senior brand manager for Topco Associates LLC
How did you come into the world of private brands?
After spending several years converting consumer insights into growth-driving strategies for various national brands at two large consumer packaged goods (CPG) companies, I became more aware of the growing power of store brands as a formidable competitor in the industry. So I took advantage of an opportunity seven years ago to shift to the store brands side of the industry to apply my classical brand marketing strategy skills to help develop effective go-to-market strategies for retailer brand portfolios.
Describe the private brands industry in one word.
Transformative.
What do you like most about the industry?
It has evolved from just being focused on cheaper me-too solutions to including innovative, strategic solutions designed to address consumer needs and need gaps.
What one great thing does the industry have going for it?
The positive perception that private brands have among millennials, driven by the fact that millennials have a totally different attitude about national brands versus their parents’ generation and see private brands as authentic, quality options at a good price value.
What is the industry’s biggest challenge?
The rapid reduction in brand loyalty among shoppers when it comes to both brands and retailers. As a result, retailers have to constantly innovate their go-to-market strategies in order to attract and retain shopper interest and business.
If you could create one private brand product, what would it be?
This is a good question, but if I gave you my real answer, then I’d have to. ... Seriously, if we look at it from a strategic perspective, here are some of the emerging trends I’d seek to capitalize on if I were developing a new private brand product: plant- or vegetable-based proteins, Middle Eastern-influenced foods, and plant-based beauty and skincare products.
Who is your hero and why?
The key thing that attracted me to the CPG industry as a brand marketer was the desire to identify consumer needs and need gaps, and help identify solutions to meet or exceed those needs better than anyone else. Therefore, one of the business leaders I currently admire most is Jeff Bezos, founder and CEO of Amazon. From what I’ve read, he is very customer-centric in his approach to developing business strategies and solutions.
What trait in yourself do you attribute most to your success?
Being a creative problem solver who’s always looking for new and different ways to effectively address business and life challenges or opportunities.
What’s the best advice someone ever gave you?
That challenges are an inevitable part of life, but failure is optional. Therefore, it is critical to always step back and think carefully before you act, as the way you choose to respond can determine if you’ll come out of that challenge victorious versus defeated.
It’s 5 o’clock (or later), what do you do for fun?
I would spend quality time with my pre-teen/teen kids, either just conversing to hear about their day, watching a TV show together or coaching them through their school work.
You have a week off. Where do you go and why?
I would spend the week with my 105-year-old grandmother, because being with her brings me ultimate joy and reminds me that every day of life is a gift.
If you were born 100 years ago, what would you do for a living?
Given the limited job opportunities available to African-American women 100 years ago, I would have likely chosen to be a teacher so that I could help shape the minds of future leaders and change-makers.
What’s the best book you’ve ever read?
“The Game Changer” by A.G. Lafley. This book taught me how to think out of the box, or more creatively, about ways to grow a business and to make innovation a part of your everyday life.
What song do you love to crank up in the car?
“Survivor” by Destiny’s Child because it has a great musical beat and empowering message about the importance of never giving up when life gets hard.