Connection: the Crux of Successful Private Brands

Today marks the fourth 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 this in a few weeks at The Private Brand Movement conference in Chicago. To learn more about the event, click here.

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

The key principles of retail branding

Principle 5 – CONNECTION
Defining and bringing to life an idea which expresses a unique personality is at the crux of the most successful retail brands. If this succeeds in forging an emotional relationship that engages the consumer then you are one step closer to longevity. Our role as designers is to bring together the deepest truths and most powerful desires to give brands their definitive expression.
In-Kind, the natural personal care brand for Safeway uses distinct, organic structures that create modernity and engage consumers. The design provides an own-able look and feel that allows In-Kind to connect through a strong brand aesthetic.

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.