Private Brands: Flash In The Pan or Real Deal

This is the second in a continuing series on the groundbreaking Private Brand Movement conference, which I will chair, September 19 – 21, the series presents a look at each of the keynote speakers and their topics. The conference is designed to address the world of Private Brand holistically – from insight to creation to go-to-market. It’s the place for retailers, private brands strategists, designers, branding leaders, manufacturers, agencies, brokers and visionaries to explore what’s next, share best practice, argue next practice and showcase expertise and leadership. Reflective of the retail world, it’s not merely an event; it’s a CALL TO ACTION.

Our keynotes feature the most prolific minds on the topics that matter MOST: packaging trends, neuro-marketing, social consciousness, shopping behavior, next generation consumers, retail, brand identity, culture and design. It’s a veritable “who’s who” in brand design and retail

Tuesday morning will begin with a presentation from yours truly: The Private Brand Movement: Changing The Game: A critical sometimes controversial look at the last 12 months of Private Brand evolution, an evaluation of how the game is changing and strategies to win.

This will be followed by a keynote from Todd Hale, SVP – Consumer & Shopper Insights,The Nielsen Company. Appointed to this role in 1999, Todd is responsible for creating thought leadership content and delivering client and industry presentations. A frequently sought-after industry and client speaker, Todd shares his insights on consumer shopping, buying and media consumption behaviors and attitudes to provide CPG manufacturers and retailers with strategic visions to facilitate brand, category and retail sales growth. Hale is often quoted in the press on consumer trends, including the Wall Street Journal, Associated Press, Washington Post, FOX Business News, Chicago Tribune and numerous trade publications.

Todd has more than 32 years of experience in the consumer research industry, including 26 plus years with The Nielsen Company, where he held various marketing and sales management positions within advertising/product testing, advanced analytics and consumer panel practice areas. Prior to joining Nielsen in 1984, Todd was an executive with MRCA, a U.S.-based consumer panel company. Todd earned an MBA and a BA in Business from Wright State University.

Todd will present: Private Brands Outlook: Flash In The Pan Or The Real Deal:

During the great recession consumer demand for value and retailer focus provided incentives for consumers to increase their purchases and private brand share jumped nearly two share points from the end of 2007 to the end of 2008. However, with intense retailer competition and increased promotion support from branded products, private brand share leveled off in 2009, 2010 and through the early part of 2011. Nevertheless, private brands reached a new share plateau fueled by continued consumer interest and retailer focus to drive margin and build banner equity. Within inflationary pressures driving up prices across the store in 2011,

It will be interesting to see if private brands rise again and experience renewed and sustainable growth. This session will provide an update on the latest private brand sales trends as well as a view of how population segments exhibit diverse attitudes and loyalty towards private brands. Finally, we will take a forward view of what we can expect from private brands in the years to come.

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.