The Private Brand Movement Kicks off with Paco Underhill

The first keynote of the 2011 Packaging Trends and Innovation Summit of the Private Brand Movement Conference kicked off with an eye opening presentation, “Packaging and Selling in the 21st Century” from Paco Underhill. Paco is the founder and CEO of Envirosell and best-selling author of Why We Buy: the Science of Shopping.
He put forth the following Five Rules or questions:

  1. How often is it bought
    People shop differently based on how often they buy a product?
  2. Facilitate Sale
    At three different levels: Billboard – 30ft, Arms Length – 2-3 meters and Arms Reach
  3. Context – Rectangles
    Most stores are polluted with 90 degree angles – a cacophony of color and monotony of shape
    Break up the monotony of shapes, box after box after box after box
  4. Functionality first. Pretty Second.
    This is not an art project anymore.
    The Real Competition is ourselves

Finally he put this challenge to those in the room.
“We are at a point in the evolution of Private Brands that it is time that we wagged the dog.”



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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.