Publix & Dollar General: Chapter Two


Publix Private Brand Double Creme Cookies Uses The Color of Cookies As the Stripes of the Cat

Chapter two of the Dollar General and Publix comparison. I look back at the pictures and wonder again at the differences and strangely enough similarities of the two retailers. They are certainly positioned in two distinctly different spaces, but in looking at the product shots the gap is really not that wide. Both sell Private Brand soda, in all likelihood manufactured by Cott Beverage, both sodas taste pretty good and compete remarkable well against the national brands. The difference is truly in the branding.

The Clover Valley Orange Soda portrays the brand well and in the monotone colors really presents itself as Private Brand. It speaks to the Dollar General brand well and reinforces their overall value proposition.

The Publix sodas tightly follow the overall design architecture that has won many awards over the last several years, but it is really the subtlety of the design that is intriguing. There is a sense of humor to it and a quiet elegance that allows the white space to serve as a exclamation point in a sea of over designed national brands. It is a sign of a retailer mature in their branding who is willing to allow their Private Brands to be discovered and embraced as part of their overall brand strategy.


The next and final chapter of this series will look at the Private Brand portfolio strategy of both retailers. Stay Tuned.

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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.