Value Brands. Value Design.

So I had a record day of traffic on Myprivatebrand yesterday more than tripling my best day, I am not quite sure what success looks like in a niche blog like this one but the attention is certainly gratifying. And when it is combined with a rapidly growing group on linked in and great conversations across a number of the linked in groups I am a member of, I am excited to push the private brand envelope.

The last couple of days have been all about what appears to be a rather controversial move on Loblaw’s part to revert to its value roots, so I thought it might be fun to take a look at a few other retailers that are doing similar things. The interesting thin is when you look at the portfolio strategies that each retailer is using they are both different and the same. The Loblaw’s example is really a two tier system with “No Name” and Presidents Choice, they worked with Walmart in the 80’s and developed almost the same thing for them, Great Value and Sam’s Choice, Kroger & Food Lion use a three tier strategy. This makes a “Value” product slightly either the cheapest thing or an National Brand Equivalent depending on whether it is in a two or three tier system.
Take a look at the examples below. What do you think?

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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.