Dependable Private Brand From Rocky Mountain Equipment

Dependable-01Bold Private Brand packaging for Dependable, a range of car oils and fluids for Rocky Mountain Equipment, designed by Taxi. Rocky Mountain Equipment is a Canadian consolidator of agriculture and construction equipment dealerships, primarily focused around the Case IH, Case Construction and New Holland brands. We are the largest independent dealer of Case IH and Case Construction equipment in Canada, and the 2nd largest in the world. RME’s business employees nearly 1000 people directly, and serve tens of thousands more customers and their employees. Operating 39 dealerships across Alberta, Saskatchewan and Manitoba as well as customers radiating beyond those 3 provinces, RME’s goal is to bring professional, stable, and dependable equipment partnerships to its customers.

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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.