Top Ten Private Brand Best Practices

The monthly consumer packaged goods e-zine “CPGmatters” ran this interesting piece on best practices for Private Brand promotions. The article references a presentation given by Professor Mark Lang of St. Joseph’s University at the recent FMI conference. Most of his top ten are marketing/merchandising 101 so they should not come as a surprise, however it is always good to reaffirm the basics, particularly when Private Brands often get the short end of the promotional stick.

Here are Lang’s Top Ten Best Practices:

  1. Organizational buy in
  2. Focus on target customer (“Who is the subset of the population being targeted?” The promotion must be built for that target)
  3. Don’t promote on price (“You don’t want to habituate on price. It’s a slippery slope.”)
  4. Use store brand as a feature item.
  5. Partner with national brands (“You can partner and collaborate on retailer-generated promotions.” Examples include Comet cleaner and Safeway towels, and Nabisco cookies and Target milk)

Learn the remaining five best practices and read the entire article.



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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.