Viruses, rashes, pestilence and speeding tickets

This Thanksgiving turned out to be one of Old Testament proportions with plagues of viruses, rashes, pestilence and speeding tickets. But there in the middle of it all was Private Brand, Walgreens Wal-Flu Severe Cold & Cough, Up & Up Ibuprofen and at our Thanksgiving Dinner, which we attended at my brother-inlaw’s parents home Great Value frozen vegetables. And if you there was any question whether the economy has changed our shopping habits, Thanksgiving Dinner was hosted at a upper-middle class home on a golf course in Charleston, SC and not one person questioned the Private Brand.



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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.