Taste The Vibe of Private Brand.

Like most suburban Americans convenience stores and gas stations are part of my everyday life, whether it is the weekly fill up or a quick snack I seem to spend a lot of time and cash in my local Circle K. Private Brands in convenience retailers have become more and more relevant so when I stop by my local store, I walk the small store to check for Private Brand developments. Needless to say I was excited to discover VIBE a Private Brand of vibrant fruit flavored sodas economically priced at three for $2. Interesting eye catching design that popped off a crowded beverage shelf and seemed to speak directly to a young active customer. Check it out.



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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.