The key principles of retail branding: Cohesion

Today we are posting Jonathan Ford’s last retail branding principle, principle 6, Cohesion.
Jonathan is Creative Partner at Pearlfisher and will be present on Wednesday “‘Design for Life’ – Creating a New Design Language for Health and Wellbeing in the Retail Sector” alongside Maggie Hodgetts of Waitrose at The Private Brand Movement conference in Chicago.

You still have time to get here, pack your bag and join us: My Private Brand readers can register with the code MYPBRAND and receive 20% off the standard rates.
Principle 6 – COHESION
It’s important to create a distinct family feel with a shared aesthetic and clear architecture, which spells out how the categories, tiers and sub-brands should all sit together. Having a defined structure in place should then pave the way for greater individual expression in other areas of the brand experience. This can be achieved by finding an ownable visual language that is undeniably yours. This must resonate at all touch points – no man is an island just as no piece of packaging is ever viewed in isolation.

At Fortnum & Mason in London, consumer choices are based on preference over value, so brand quality must be carefully communicated and preserved across all tiers. We created a blueprint for a visual language strong enough to cross categories and seduce consumers into buying the whole offer, from jams and teas to their limited edition tercentenary range.

Source: The 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, 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.