The Private Brand Movement Begins!

The 2010 Private Brand Movement Conference presented by FUSE will be held September 27-29, 2010 at the Hotel Sax in Chicago. The event is an unprecedented gathering of brand and retail strategists from around the world who will come together to discuss the future of brands at retail. Some of the retailers scheduled to present include, Target, Sam’s Club, Kmart, Office Depot, Safeway, Ahold, Meijer, Bloom, Family Dollar, Walgreens, Ace Hardware, LL Bean, Cabela’s and Victoria’s Secret. They will share their journey of reinventing their brand strategy, packaging and design to be more relevant to today’s new consumers. Conversations center around collaboration, transformation and innovation. As chair of this exciting event I would like to invite you to to come participate, debate and share together we will create the next age of brand management. Make sure to ask for the My Private brand Discount when you register.

Real-world case studies will showcase how the best are developing a customer-centric brand strategy to fuel the design, marketing and brand communication strategy. This is not just a conference; it’s a movement to revolutionize retail. Rise to the challenge of what’s next for your brands and your consumers.

Key deliverables from the 2010 conference include:

  • Develop a Brand Strategy, articulate a brand promise and translate it into the market place
  • New models of collaboration between brands and retailers for innovation and mutual product demand
  • Choose the optimal portfolio mix for your consumers
  • Packaging trends, what matters, what will pop off the shelf?
  • Transform your design team into a brand building force

Scheduled speakers include:

Retailers by Chanel

  • Maurice Markey, Vice President, Private Brands, SAM’S CLUB
  • Annie Zipfel, Director of Owned Brands, TARGET
  • Kim Coovert, Brand Manager, Own Brand Food & Drug, KMART , SEARS HOLDING
  • Vassoula Vasiliou, Director of Private Brands, OFFICE DEPOT


  • Nancy Cota, Vice President Innovation, Consumer Brands, SAFEWAY
  • Melissa Smith-Hazen, Director Strategic Design, Corporate Brands, AHOLD USA
  • Vickie VanHurley, Ph.D., Packaging Design Supervisor, MEIJER
  • Gregg Keeton, Packaging Designer, MEIJER
  • Angie Hunter, Marketing Department, BLOOM/DELHAIZE AMERICA


  • Mary Rachide, DVP Private Brands, FAMILY DOLLAR STORES

Drug/ Convenience & Specialty

  • Moe Alkemade, Divisional VP & GMM Private Brands, WALGREENS
  • Tracey M. Gidich-Zupke, Brand Manager, ACE HARDWARE


  • Marcia Minter, Vice President, Creative Director, L.L.BEAN
  • Eli Getson, Director, Category Management, CABELA’S
  • Melanie Wiesenthal, Creative Director 3D, VICTORIA SECRET BEAUTY

Restaurant & Hospitality

  • Matt Biespiel, Senior Director, Global Brand Strategy, MCDONALD’S CORPORATION
  • Stephen Gates, Senior Creative Director, STARWOOD HOTELS & RESORTS

Industry Thought-Leaders

  • Eric Ashworth, Chief Strategy Officer, ANTHEM WORLDWIDE
  • Brad Hanna, SVP, Director of CPG, BARKLEY
  • Jim Cusson, President, BIRDSONG GREGORY
  • Diane Brewton, Senior Vice President, Market Intelligence Group, DECISION ANALYST
  • Felicia Rogers, Executive Vice President, DECISION ANALYST
  • Lisa Rider, VP Retail Marketing, THE NIELSEN COMPANY

Visionary Authors

  • Dan Heath, Author of Made to Stick & Switch
  • Scott Davis, Chief Growth Officer, PROPHET & Author of The Shift
  • Dan Hill, Founder and President, SENSORY LOGIC, INC. & Author of Emotionomics
  • Marc Gobé, President, EMOTIONAL BRANDING & Author of Emotional Branding

National Brands & Manufacturers

  • Laura Barry, Vice President of Consumer Insight Services, KRAFT
  • Lynn Cook Betz, Co-Founder & President, SENSIBILITY SOAPS
  • Moira Cullen, Senior Director, Global Design, THE HERSHEY CO.
  • Kit Hughes. Art Director, PHILIPS

The Private Brand Movement
September 27-29, 2010
Hotel Sax, Chicago

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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.