Brand or Private Brand?

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This nice overview of Private Brand was posted on the blog BrandSTOKE written by Kirk Phillips, Principal at Conrad | Phillips | Vutech

Private labels: the new brands?

Retail trade media is abuzz over the hypothesis that consumers will shift their loyalties permanently to private labels after the recession.

Private labels have been around since the late 1800s, but consumer attitudes toward them are changing, perhaps even faster due to the downturn.
More than 30% of consumers polled are now “buying more store brand products” compared to a year ago, according to research conducted by the Private Label Manufacturers Association.

Is there really a sea change? Here are some perceptions and realities to consider:

Read the entire post.



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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.