Private Brand TV Commercial from Belk

A nice Private Brand commercial from Charlotte, NC based department retailer Belk. The spot features their fashion forward young adult Private Brand Red Camel.

To learn more about Private Brand at Belk join me as I chair the Private Brand Movement conference in Chicago September 19 – 21 where Lisa Edwards, Package Design Manager, Belk will present, “BRANDING WITH SOUTHERN STYLE.”

Learn how a regional department store embraced the small but mighty southern charm to grow and diversify its brand portfolio to meet the needs of their core customers. From the heritage of Red Camel to the traditions of Home Accents, find out how Belk created brand identities that appeal and enhance their modern lifestyle by embracing design, strategy and collaboration.

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.