Years ago I had a client that manufactured a popular food brand. It’s been around forever. One day I got a call about a labeling issue. They said that they were making a new product for Costco – wanted a different brand to use with that product. It made me realize that companies aren’t just repackaging the same thing they are selling in other stores and selling it at Costco. They are creating something that can be sold at Costco prices – perhaps not quite the same quality, etc. Obviously this is not true of everything – I’m sure Costco Coke and Von’s Coke are identical. It made me wonder, though.