The Private Brand Movement: Day One

This guest post comes from one of the guest bloggers at this weeks Private Brand Movement conference, Aaron Keller, is Managing Principal of Minneapolis based design agency Capsule.  The conference began with record breaking attendance which included more than 30 retailers across virtually every channel of business including: Staples, Best Buy, REI, Bath & Body Works, Safeway and Michaels Crafts just to name a few. This is Aaron’s look at the morning of the first day of the conference.

Movements + Moments: Day Two, Eight to Eleven.

The morning started off with an eye opening set of three speakers.

Christopher Durham from My Private Brand started us off with a broad brush about thinking first about the brands we own and our obligation to build stronger brands. Then consider the advantage they offer as private brands.

Todd Hale from Nielson took the stage next and dropped us into a vat of trends extrapolated from data he translated into valuable information. This kept us all writing, thinking and considering how we can use this information. Then, similar to Christopher, we were served up a plate full of eye candy.

Harry Pierce of Pentagram was up third, but our first taste of an English accent. His design stories [Halfords, The Cooperative and Budgens] and emphasis on typography were appreciated by the design eyes in the room. His stories of pushing design to permeate a corporation were appreciated by those in the trenches [you know who you are].

The morning was a good balance of hardy statistics and flavorful eye candy. Nourishing but also good for the sweet tooth we all have for design. Looking forward to a midday with Carla from Daymon Worldwide, Koen from IPLC, Betsy from Michaels and Jeff from Sears.

Movements + Moments: day one, one full day.

The Private Brand Conference started off with a pre-conference day [monday] that was anything but pre. It was a plentiful day.

Paco Underhill started us off in the pre-conference on Monday. It is hard to think of a better way to start the day than listening to a leading thinker in retail consumer behavior research. Most of the people in business use buzz words, Paco makes buzz words. If that doesn’t help you consider how influential Paco is, read his book “Why We Buy” and you’ll find yourself seeking out his next speaking event.

The rest of the day speakers passed the baton and kept the conversation going. From Mark Andeer talking about OfficeMax redefining what a private brand can accomplish to Patrick Hanlon talking about the changes we face today in a consumption driven society. More important, when we did have breaks, the conversations were wonderful. This happens when impressive thinkers get together to listen, learn, converse and connect.

The first day could not have been a better place for walking away knowing you are smarter, further connected and more fulfilled than you were one day previous. If you missed it find someone who was there and ask them what they learned.

Now that we’ve had a bountiful appetizer let’s get to the main meal on Tuesday.

Enjoy your day.

Aaron Keller
Managing Principal

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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.