Private Brand: Our Time is NOW!

Our time is nowThe buzz coming out of last weeks FMI Private Brands Summit was on the closing presentation of Andres Siefkin, vice president of marketing and consumer insights at private brand broker Daymon Worldwide. His presentation “Our Time is Now” featured that urgent and inspiring message. According to his presentation:

There are 3 things I want you to remember from this meeting

  1. The Consumer is boss!
  2. Private Brands are not a trend. They are here to stay.
  3. It’s in our hands to make Private Brands the Brand of Choice!

Below is the presentation, check it out and let me know what you think.

Siefken Andres 07For those of you unfamiliar with Andres Siefken he is VP of Marketing for Daymon Worldwide in Stamford, CT, responsible for all Daymon Worldwide marketing activities, including domestic and international. He joined Daymon in 2006 as Director of Marketing and was promoted to VP in May 2008. Prior to Daymon, Andres was Marketing Director at InBev USA , in Norwalk , CT , and was head of Latin brands and multicultural marketing, where he developed the company’s first multicultural campaign with both Brahma (Brazilian) and Beck’s (Hispanic).



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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.