Brands are Dead… Long Live Private Brand!

faithpopcornAccording to the Daily Intel column from New York Magazine famed futurist Faith Popcorn declared that “Brands are Dead” this past weekend at a benefit concert “Last Song of Summer” in Bridgehampton, Connecticut. She went on to predict that customers continue reject the big names in favor of Private Brands from retailers they trust.

“Take a walk down Madison Avenue from 60th to 80th Street,” she said. “All the luxury stores, like Prada, Gucci, and Hermès, are empty. What do they do for us except overcharge us?” But some will endure, she said, like the Faith Popcorn brand. “My brand is the future because it is not just a brand,” she said. “It is just about being right for 35 years.”

This is consistent with the findings in her “Culture of the Recession” Study, which indicated that 48% of consumers had made a “conscious decision to switch from a brand name product to a Private Brand product.”



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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.