Krogers Private Selection In Film

Cincinnati-based grocer Kroger recently redesigned their premium edible Private Brand, the new design is fresh and modern and is rapidly flowing into stores. Take a look at this interesting internal brand video that illustrates out the Brand personality and positioning.

To learn more about Kroger and its Private Brands join me as I chair the Private Brand Movement conference in Chicago September 19 – 21 where Susan Sanderson, Director, Corporate Brand Management, The Kroger Company; Nancy Dumais, Director Of Branding And Design – Private Brands, Delhaize America and Eli Getson, SVP, GMM, Golfsmith will participate in the panel “The Future Of Owned Brands Amidst Economic Revival”

Highlights of the panel will include: In the past, private label sales spiked during a recession and quickly returned to normal levels at the first sign of an upturn. This time is different, private brands are here to stay. In this session, you’ll hear from a cross-selection of industry leaders on where they see private brands headed and how they’re adapting to the new world of consumers. Hear a frank discussion on the impact of mobile, direct to consumer, social media, retailer manufacturing and the future of national brands and store brands.

My Private Brand group members can register with the code MYPBRAND and receive 20% off the standard rates.



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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.