Walmart Innovates With Great Value?

Walmart The StreetIts always fascinating to see how the mainstream traditional media covers private brand, and often it’s even more interesting to see how the financial press covers private brand. Unfortunately, the story from both is all too often shallow, dated and un nuanced. This story from the website The Street certainly express some of those and in places continues private label clichés. However buried under all of it is a glimmer of hope that they may discover the richness and complexity of modern private brands which are design to be true strategic differentiators and corporate assets.

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In this example they take a look at the Walmart, and its shifting strategy which has suddenly made private brand a pillar of its growth plans. TheStreet’s Brian Sozzi reports from New York on the latest new Great Value private brand products.

Private Brand products include

  • Great Value Big Burly Breakfast Sandwich
  • Great Value Pizzadilla


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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.