“Brand Faves Brand Saves” Private Brand on Target.

As long as I have been in retail I have watched the never-ending stream of highly creative and often amazing promotional ceiling signage that Minneapolis based Target uses to create excitement in store. The latest is a set of three Private Brand themed signs and accompanying end cap signs that make Up & Up and Market Pantry the star of the show. Although they are not the most creative I have seen from the Target crew they are clean and impactful and drill home the Private Brand message. Notice the compare and save message written as “Brand Faves Brand Saves”on the end cap with accompanying Market Pantry juices merchandised next to their national brand competitors. Very Nice.

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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.