Make Your Private Brand Resonate: Empathy

Today marks the third guest post from Jonathan Ford, Creative Partner at Pearlfisher on the principles of retail branding. Jonathan will be presenting “‘Design for Life’ – Creating a New Design Language for Health and Wellbeing in the Retail Sector” alongside Maggie Hodgetts of Waitrose in a few weeks at The Private Brand Movement conference in Chicago

My Private Brand readers can register with the code MYPBRAND and receive 20% off the standard rates.

The key principles of retail branding

Principle 4 – Empathy
Retail segmentation needs to be defined and inspired by a shopper’s mood, circumstance and occasion. That means presenting your offer in a way that resonates with current and future consumers. The big picture needs to be examined as well as all the elements of your brand, recognizing their role and function individually and as part of the whole. The complete picture needs to make sense but should also unlock new thinking and room for future growth.

Woolworths, the South African retailer, wanted their organic range to resonate more with their consumers. The bold, natural design is one which works across the whole store from sauces to signage. The organic shapes are classic and versatile, ensuring they live well into the future.

To meet Jonathan and learn more about Private Brands join me at the conference.

Jonathan Ford, Creative Partner, Pearlfisher

My Private Brand readers can register with the code MYPBRAND and receive 20% off the standard rates.

Source: Next Big Design

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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.