Costco Highlights Kirkland Signature Baby

costco front.jpgThis week club store titan Costco is featuring its much loved private brand Kirkland Signature in it’s promotional email. The subject line of the email reads “Free Shipping on Kirkland Signature Formula, Diapers and Wipes! Plus More Items for Baby”. Costco continues to set the standard for leveraging its private brand to create points of differentiation and more importantly telling its customers about it. Great Brands and Great Products must have consistent commitment to Great Marketing.

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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.