Buy 1 Get 1 50% Off at CVS

This weeks flyer from CVS features a half page focus on it’s Private Brands, with an emphasis on a “Buy One Get One 50% Off Sales” including: CVS brand and the sub-brands CVS Gold Emblem and the natural and organic brand CVS Earth Essentials. Both CVS and Walgreens (also featured in a story today) are in the midst of a dramatic restructuring and redesign of their Private Brand portfolio however these CVS brands really need it. Gold Emblem stands out as particularly awkward.

Each retailer has the opportunity to create  unique ownable brand differentiation with their Private Brand… and the one that does will win.



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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.