Why Vanguard? According to the Oxford University Press, a vanguard is, "A group of people leading the way in new developments or ideas: the experimental spirit of the modernist vanguard" or "a position at the forefront of new developments or ideas." Walgreens, A&P, Sears, JCPenney, Kroger, Safeway, Radio Shack. The names read like a who's who of American retail. Along with their contemporaries, they were entrepreneurs and innovators who created the template for today's Private Brand. They created brands that stretched well beyond the confines of grocery to include virtually every retail channel and category. The brands that their teams created - are the Vanguard of branding in America. This book is a photographic journey through time of private brands. Vanguard reveals the power of great design and celebrates the innovation and leadership. These are the vintage originals.