‘Build it and They Will Come Strategy’ Won’t Work in Private Brand Today

Todd Hale  -  Nielsen

Private Brands in the U.S. experienced a sizable growth spike during the recent recession, and that upward trend continued through 2010 and 2011. As global economic conditions improved in the years that followed, however, share growth among store brands flattened. But some retailers are bucking the current norms, this video from Nielsen TV presents an interview by William Quinn with Todd Hale, SVP, Consumer & Shopper Insights of Nielsen, attempts to shed some light on how these brands are standing out from the crowd.



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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.