The Private Brand Movement Pushes Change: Day One

The 2010 Private Brand Movement Conference began this morning in the Sax Hotel in Chicago, with more than 150 retailers, suppliers, agencies and press from all around the world.

Attendees included:

Ace Hardware Corp, ACNielsen, Ahold USA, Ampro Industries, Angilella Design S.A. de C.V., Anthem Worldwide, b2 Retail Solutions, Barkley, Birdsong Gregory, BNP Media, BrandImage, Burnette Foods Inc, Cabela’s, Canadian Tire Corporation, CBA Brand Ignition, ConAgra Foods, Cuddeback & Company LLC, Daymon Worldwide, Decision Analyst Inc, Delhaize Group, Design Resource Center, Deutsch Design Works, Dole Fresh Vegetables, Dollar General , DowDesign, Downlite Company Store, Dragon Rouge, eMart, Emotional Branding, Euromonitor International, Family Dollar, Flood Creative, Group360, Groupe Catalpa Inc, Hallmark Cards Inc, Henkel, Henkel Corporation, Hershey, Home Depot, Karlin Foods Corporation, Kendal King Group, Kraft Foods Inc, LL Bean Inc, Lowe’s, Marketing Support Inc, MARS Advertising, Mars Petcare USA, McDonalds Corporation, Meijer, Midmark Corporation, Nellson Nutraceutical LLC, Newmarketbuilders, Nice Pak Products Inc, Office Depot, OfficeMax, Pearlfisher Inc, PETCO , PETCO Animal Supplies Inc, PetSmart, Philips Consumer Lifestyle, Pigeon Branding & Design, Princess Auto, Private Label Buyer, Private Label Magazine, Procter & Gamble, Prophet, Queue Marketing, REI, Safeway, Sam’s Club, SCA Tissues North America, Schawk, Schwanns Consumer Brands North America, Seal Strip Corporation, Sears , Sensory Logic, Smart Design, Smurfit Stone, Sonoco, Speaker Bureau, Specialized Technology Resources, Staples, Starwood Hotels & Resorts Worldwide, Sterling Brands, Sun Products Corporation, Supermarket News, SuperValu Inc, Synovate, Target, TEAMS Design USA, Tetra Pak Inc, The Shear Partnership, Tobii Technology Inc, True Value Company, Turner Duckworth, United, Vestcom International Inc, Voicebox Creative, Wallace Church Inc,

The day began with a presentation from Scott Davis the Chief Growth Officer of PROPHET and author of the Shift. Scott offered this quote about Private Brands to begin to conference: Scott presented the groundbreaking work from his book as well as the following observations:

“I do not believe in Private Brands, we do not call them that in my house; in my house they are our favorite brands.”

“Where you guys are today is where the cable industry was three to five years ago to the networks.”

Scott went on to talk discuss the role that “visionary” marketers have in companies

These visionaries have made five important shifts:

First Shift: From creating marketing strategies to driving business impact

Second Shift: From controlling the message to galvanizing the network

Third Shift: From incremental improvements to pervasive innovation

Fourth Shift: From managing marketing investments to inspiring marketing excellence

Fifth Shift: From an operational focus to a relentless customer focus

Store Brands Update: Where Are Trends Heading Now? Was on tap next with an insightful look at the research and trends from Lisa Rider the VP Retail Marketing for THE NIELSEN COMPANY. Lisa presented a challenging perspective on the continued growth of private brands in the grocery sector with a projected .2% growth rate over the next five years. The challenge I have to this statement is simply that it is based on retailers doing what they have always done; if they can build great brands and engage customers the sky is the limit.

Next up was Matt Biespiel the Senior Director, Global Brand Strategy for MCDONALD’S CORPORATION his presentation “The Power of Articulating Your Brand Promise.” He showed the continuing development of the McDonalds brand and it’s implementation throughout the world. Although McDonalds does not seem directly relevant to Private Brands the audience was engaged and excited by the brand building of America’s fast food brand.

Stay tuned for more from the conference.

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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.