“Branding The Future One Touch Point At A Time – Alina Wheeler

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. The 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 second keynote Wednesday morning, “Branding The Future One Touch Point At A Time” will be presented by Alina Wheeler the author of The Brand Atlas. Her presentation will focus on:

Brands are the global currency of success. To be successful, brand builders need to stick to the basics, stay calm on the rollercoaster of relentless change and fierce competition, and seize every opportunity to be irreplaceable and be the brand of choice. Each touch point, whether it’s an in store experience, an app, a Groupon offer, a package, a tag or a tweet, has the potential to attract new customers, connect to the heart and mind, and build life long customer relationships.

Inspiration: What’s happening around the world? A speed of light tour of global touch points

Contemplation: Who are you? Who needs to know? Why should they care? How will they find out? A reminder of the basics

Celebration: How do you achieve radical differentiation? Demonstrate rather than declare

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.