Dipped Cones & Frozen Treats, DQ.

Dairy Queen

Sometimes Private Brand hits jumps out at me from unexpected places. My wife and I too the kids to dinner at a local Mexican restaurant, which inevitably means we wander over tot he Dairy Queen a few doors down. It is an older Dairy Queen that could certainly stand a refresh, but it serves a reliable dipped cone and is reasonably priced in a tough economy. And with more than 5,500 franchised stores worldwide you can always find a cone.

There in the cooler were several different kinds of Dairy Queen frozen treats, with package design that allows the product to be the star. Overall, a small but nice offering that faithfully extends the Diary Queen brand.

Buster Bar



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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.