Hot Glazed Private Brand

I grew up longing for doughnuts not just any doughnut; the hot glazed perfection of Winston-Salem, North Carolina based Krispy Kreme. If you have never experienced the siren call of the “Hot Doughnuts Now” red light at Krispy Kreme it is the akin to a religious calling and signals fresh hot doughnuts flowing from the Wonkaesque manufacturing line of the in store doughnut making line. Call it brand; call it Private Brand, Krispy Kreme has engendered generations of affection from doughnut lovers all around the world. And they even offer their own Private Brand of coffee.

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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.