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 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.