In presentations taking place on Sept. 20 during The Private Brand Movement in Chicago, a number of speakers made it clear that U.S. retailers are taking store brands in exciting new directions, pointing to recent product innovations, packaging improvements and more. But retailers still have much work to do, they suggested.

“We need to go from ‘imitate’ to ‘innovate,’” stressed Carol Best, vice president, brand strategy for Anthem Worldwide, the strategic design division of Des Plaines, Ill.-based Schawk.

Alex Petrov, vice president, Consumer Brands for Pleasanton, Calif.-based Safeway, echoed Best’s sentiments.

“We believe retail brand innovation needs to evolve away from followership to realize the full potential,” he said.