The Secrets of Brand Greatness

Brand PAckaging - CoverStory_Img1 copyThis past month industry trade magazine Brand Packaging published the article “Four Secrets for Brand Greatness Revealed” in the article they spoke with leaders at five agencies and asked them to share their secrets of how they help shape brands into greatness.

Take a few moments to read the article and learn the four secrets.

Below are a few quotes from me in the article:

“Tradeshows and conferences are other excellent learning tools. And being knee-deep daily in the industry’s trenches strengthens and empowers designers, “We stay tapped into the latest trends and industry developments with a robust program which includes: blogging ( and social media outreach, industry conferences and trade magazines, and workshops and classes. Also, our global customer base provides rich travel opportunities to discover inspiration from Boston to Shanghai.” says Christopher Durham, founder, My Private Brand.

“Package design is critical to bringing your strategy to life,” says Durham. “However, great package design will not fix bad or nonexistent strategy. Every package design project we work on starts with strategy. We believe that the strategy must be centered around two key elements: first and foremost, the customer, and secondly, the specific business need or objective. Design and structure are then powerful tools that we use to solve the customer’s need or the specific business challenge.”

“Stop copying, mimicking or stealing,” says Durham. “Be unique. Be brave.”

Read the entire article.

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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.