Private Brand Strategy That Sizzles & Blooms

At The Private Brand Movement event in September Jim Cusson the president of the shopper-marketing agency Birdsong Gregory and Angie Hunter of Bloom will share the story behind the launch of Bloom’s Sheffield & Sons private brand of beef. Bloom, launched in 2004 as Delhaize America’s banner to focus on convenience and service, has always offered its Guests one of the grocery industry’s best beef programs – they sell only USDA Choice Angus beef at regular grocery store prices. Unfortunately, Bloom wasn’t getting credit for the premium offering.  Find out how Birdsong Gregory partnered with Bloom to build a compelling Private Brand designed to shift customer perception and in the process gained international recognition for Bloom by erecting the nation’s first scented billboard.

To learn more about Bloom’s Private Brand strategy and the launch of  Sheffield & Sons, Angie Hunter of Bloom and Jim Cusson of Birdsong Gregory will present at The Private Brand Movement Conference, September 27-29, 2010 at the Hotel Sax in Chicago. The presentation titled “Adding Sizzle to Bloom’s Beef: Marrying the Quality of Product to the Brand” is sure to be eye-opening.

My Private Brand readers are eligible to receive a 20% discount off standard rates when they register using the code MYPBRAND.



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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.