Are Private Brands Un-American?

For those of you that were unable to attend the groundbreaking 2011 Private Brand Movement Conference in Chicago Carol Best, Anthem Worldwide Vice President of Brand Strategy is presenting a free 30 minute version of her melodramatically titled presentation from the conference “Why Private Brands Are Un-American – And What You Can Do About It!” The seminar is a discussion on how we must consider America’s history, culture and consumer behavior as American retailers try to reach U.K. private brand share levels – and shift the American strategy accordingly.

How has the vast American landscape shaped the shopper/brand relationship compared to the more intimate spaces of the U.K.?

Why have American retailers built a business around variety while British retailers have touted selection?

And how does all this explain that private brands in Britain have twice the market share as those in the U.S.?

Carol Best, Anthem Worldwide VP of Brand Strategy
BrandSquare Live Session
Thursday, Nov. 3
1:00 p.m. EDT.


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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.