Fifty2, The MPB Project: Best Buy – Insignia

Best Buy - Insignia - front“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Brand with insight, analysis and original Fifty2 The MPB Project Logophotography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands.

I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.


In 2004, consumer electronics retailer Best Buy introduced its mainstream electronics Private Brand, Insignia, with a variety of television, dvd players, personal computers and accessories. Since then, Insignia has evolved from a line of inexpensive private label products into a fully formed consumer focused brand.

The Insignia website clearly and transparently calls out the “Uncommon Sense” of their brand promise:

The Insignia Difference
To us it only makes sense that electronics should be dependable, affordable and do what they are supposed to. This notion seems like a no brainer, but it is often lacking in the world of consumer electronics. That’s why we call what we do Uncommon Sense.

Being a part of the nation’s largest electronics retailer gives us the insight necessary to know the perfect recipe for providing the highest quality products at an affordable price. A key ingredient in achieving this comes from listening to our customers, and gaining inspiration from those who spend the most time with our products.

Since it’s redesign in 2011, the brand voice and package design live up to the aspirational nature of its name – the minimalist design combines with a brilliant green and black color scheme and 3D logo that calls to mind sci-fi or gaming titles. The packaging exhibits a remarkably restrained information architecture highlighting the benefits and attributes the customer needs without cluttering the package with unnecessary information. The detailed close up product photography implies quality and an attention to detail. This combination creates an engaging modern and relevant brand. That was recognized in 2012 with an American Graphic Design Award.

Over the last year, the brand has gained a new found confidence and impressively extended both its products and marketing with new product extensions into HD radio’s, LED light bulbs, the gigantic Insignia 65” Class LED 1080p HDTV, the second generation of the successful Insignia Flex Tablet, as well as a promotional agreement that highlights Insignia on TV’s all across America as the official home theater partner of The Ellen DeGeneres Show.

Brand: Insignia
Brand Focus:
Best Buy
Minneapolis, Minnesota
2013 Stores: 1,050


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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.