Best Buy Launches Private Brand Broadband

Minneapolis based electronics retailer Best Buy announced it will launch Private Brand mobile broadband service under the Best Buy brand for select laptops and netbooks in the US. Best Buy will resell airtime on Sprint’s 3G network beginning July 11. The new Private Brand product is part of a strategy to expand the relevance of its brand beyond products to services.

The next generation of US brands may in fact include this type of services, everything from car insurance to banking has been offered by retailers around the world, most notably Tesco and Loblaw.

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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.