Private Brand: Beyond the Copycat

Christopher Durham Jun 26, 2011 0

The trade magazine Packaging World has been running a regular Private Label Smackdown column on Private Brand for the last few months, the includes a guest critic expressing thoughts and opinions on the world or Private Brand.

This past months post Private Label Smackdown: Private brands that evolve beyond the copycat strategy featured Rob Wallace of New York City-based brand consultancy Wallace Church and frequent contributor here, comparing strategies of private vs. national brand in several product categories with a special emphasis on Target.


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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

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