Neuromarketing, Private Brands & Growth

This is the next post in a continuing series on the upcoming Private Brand Movement conference, September 19 – 21 in Chicago, Illinois.  The series features a look at our keynote speakers and their topics. 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, design and of course Private Brand.

The first keynote of the morning on Wednesday will be from J. Duncan Berry, Visual Equity Analyst, Principal, Applied Iconology, Inc.

He will present “Retailers Gets a Boost From Science: How Neuromarketing Translates From Going Deep To Growing Your Business”

Private brands can rarely marshal the funds necessary to compete with the big global players in insight research, design strategy and related analytics—but this doesn’t mean they should just mimic category leaders. In fact, retailers need to begin to master the principles of the new generation of consumer insight work, including neuromarketing and related methods of grasping WHY consumers purchase what they do. Unless you know what motivates category growth, your demographics and segmentation will not get you very far. Dr. J. Duncan Berry will take you on 45-minute tour of the emerging field of neuromarketing research and the methods used to make these findings actionable. Berry will offer examples of the new strategic and tactical thinking that you can use immediately to go deeper and better understand what moves your market.

Dr. Berry formed Applied Iconology, perhaps the first firm dedicated to the emerging discipline of neuromarketing research analysis for corporate clients in consumer insight, market research, product/package/service design and innovation.

Combining developments in neuroscience, consumer psychology and marketing with a sophisticated brand of visual semiotics, Berry offers fresh insights into the emotional structure of persuasive visual communication.

He also directed the semiotics practice and managed deep consumer insight research for BrandImage . Degrippes & Laga, one of the largest privately held brand and design agencies in the world. Through BrandImage, Berry developed rigorous analytical frameworks to orchestrate emotional resonance through design for several dozen national and global brands in financial services, consumer package goods, pharma, non-profit foundations, museums, professional services, FMCG, and the food and beverage categories.

Berry has published and lectured widely on the application of semiotics to innovation, package design, brand development and marketing strategy. In addition to speaking at the Stern School of Business (New York University), he is currently a guest lecturer in the Marketing Department of the Kellogg School of Management (Northwestern University), where he is currently advising MBA students in the area of neurosemiotics and intellectual property.

Prior to this phase in his career, Berry was Managing Director of a luxury goods manufacturing company based in South Asia. After a decade of hands-on experience with global enterprise process management, systems design and quality control, Berry was eager to integrate this practical expertise with his academic interests.

Berry was a Fulbright Scholar at the University of Vienna (Austria), an IREX Scholar at the Technical University of Dresden (Germany), a Fellow of the Institute of International Studies, and University Fellow at Brown University where he received both his Ph. D. and A. M. degrees in the History of Art and Architecture. He received his undergraduate degree (with honors) from The College of Wooster (Wooster, OH). Berry has held faculty positions in architecture, history of art, and the humanities at Brown University, the Rhode Island School of Design, and Roger Williams University.

As a hobby, Berry also maintains an international reputation as an art and architectural historian, reviewing, publishing and speaking on scholarly subjects at universities and academic symposia in the United States and Western Europe.

My Private Brand readers 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.