Target Goes Up & Up on The Front Page

This weeks flyer from Target features it’s now iconic Private Brand Up & Up in a starring role on the front page of the ad. The headline reads “Unbeatable Prices on over 1,000 quality Up & Up products” and  includes seven items: facial towelettes, club pack baby diapers (which are also included in the Bullseye Bodega in store pop up), multi-purpose printer paper, premium paper towels, paper plates, ibuprofen and tall kitchen trash bags. Target is clearly presenting this bright & modern Private Brand as their value differentiator, their proof point of low prices.

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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.