“Compare to or Not to Compare to: That is the Question” FMI Private Brands Summit

For the first time, the Food Marketing Institute will co-locate their annual FMI 2012 Private Brands Summit at the FMI2012 food retail show to be held in at the Dallas Convention Center in Dallas Texas April 30 – May 3. The Private Brands Summit will feature 40+ education sessions and workshops designed to make your Private Brands more competitive, profitable and robust.

Carol Best, vice president of brand strategy the retail practice of Schawk is scheduled to speak at the FMI 2012 Private Brands Summit, a part of the FMI 2012 The Food Retail Show.

Ms. Best will share her insights on the conundrum retailers face in building brands as another choice versus as an alternative choice. Her position is that this subtle difference should not be understated as it relates to strategy and execution. The right Private Brand methodology is driven by corporate strategy and portfolio strategy. It also requires an execution strategy that is mindful of relevant brand equities, category dynamics and consumer acceptance. Her presentation, “Compare to or Not to Compare to: That is the Question” will be delivered at the Private Brands Summit on Tuesday, May 1, 2012, at 10:00 a.m. CDT.

“We believe it is imperative for all private brands retailers to examine their portfolio through a dual lens of driving private brand growth and equity by using private brands as strategic business tools,” said Carol Best, vice president of brand strategy for Schawk, Inc.’s retail practice. “Retailers possess robust proprietary knowledge on the habits of their customers, and the shelf space is theirs. This is an extraordinary vantage point from which to glean insights about their customers’ needs and actions within the context of their store.”

The theme of this year’s FMI Private Brand Summit, “Know Your Customer and You’ll Know What Drives Business,” will explore new ways for retailers to tune in to their customers, provide new insights to better understand shoppers’ preferences and focus on fresh ideas for driving sales.

FMI 2012 Private Brands sessions will feature educational opportunities in the development of private brands, including consumer attitudes about private versus national brands, consumer habits in regards to purchases, and what it takes to differentiate and develop brand loyalty in the private brands arena, among others.



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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.