Powerful New Private Brands United at A&P

Hartford Reserve

In this article from Package Design Magazine, Perry Seelert of managing partner of United* DSN, a design consultancy based in New York and San Francisco discusses the work his firm has done with A&P

Both Perry Seelert and Doug Palmer, Vice President of Own Brands at A&P will be presenting at the upcoming Private Label Impact conference in Chicago.

Revolutionizing Retail Branding
A&P Debuts Three Premium Brands That Seize the Day in Private Label

There is an excitement in the air about retail brands and reinventing “private label,” and there is lots of speculation about whether or not the economy will create a permanent shift in consumer behavior. I, for one, think our current behavior is a temporary phenomenon. Very quickly our memories will be erased and even cyclical demand in many categories will overwhelm our so-called “passion for thrift” and suppressions of the moment.

We are creatures of our current means and current culture, and the media is even a more Pavlovian driver than ever, so having just experienced the greatest recession in 80 years, now look out for the greatest bounce back. And what would this mean for retail brands? It will mean that most retailers have missed their biggest strategic branding opportunity of a lifetime.

I do think there are some select retailers whose more emotional, strategically considered retail brands will remain preferred by shoppers—even when the economy starts to recover—and one of them that is successfully breaking the mold is A&P. It is ironic that A&P, the first national supermarket chain in the U.S. and the first to launch their own brands in 1880, is again redefining the industry with powerful new retail brands.

Read the entire article: Revolutionizing Retail Branding

To see both Perry Seelert and Doug Palmer, Vice President of Own Brands at A&P present the A&P Private Brand story join me at Private Label Impact Conference October 27-28 in Chicago.

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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.