Private Brand in the Land of Mouse?

This is my first day of a family trip to Disney World, and the complete immersion in all things Disney is both awesome and frightening. But at the end of the day, I find my self simply impressed. Their brands are applied consistently and they truly create a branded experience. It’s hard to say where their national mega brand ends and private brand begins perhaps that is the secret it does not matter, it is seemless. The gift shops are not simply about t shirts and knick-knacks but classic packaged goods are all over the park. Check it out.

Mickaroni and Cheese
Mickey Mouse Coffee
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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.