In mid-September, I unveiled the Manifesto for a Private Brand Revolution at the second annual at Velocity: The My Private Brand Conference. The manifesto calls for bold change and a complete mind shift. It calls for retailers to believe in the power of their brands and the ability of a great private brand to help them differentiate and win.

At the Velocity Conference, we distributed posters to each attendee and challenged everyone to put theirs in their offices or cubes. Nobody goes to work aiming to win second place. It’s time to WIN!

Are you ready to join the revolution?


To book My Private Brand president Christopher Durham to give his keynote presentation on the Manifesto, please contact Laraine Durham: ldurham@folio28.com


 

Manifesto for a Private Brand Revolution

To our customers, CEOs, and shareholders
To our buyers, partners, and manufacturers
We will not settle for second place
We are not the death of brand
We are the BRAND

We believe

  • Our brands increase our right to win
  • Our brands increase our right to win
  • Our brand portfolio is our most valuable asset
  • Brands must be unique and ownable
  • Brand is trust, earn it
  • Strategy drives change
  • Great design is essential to our success
  • Meaningful innovation is critical to success
  • Quality is our uncompromising obligation

We will

  • Dare to be different
  • Innovate fearlessly
  • Solve problems
  • Create a unique strategy portfolio strategy
  • Embrace disruption
  • Embed design in or DNA
  • Shout it from the rooftops
  • Passionately grow our brands

We will build brands

Merchants CHAMPION and Customers LOVE

We will WIN!

Order your copy of the limited edition 18×24 poster.


To book My Private Brand president Christopher Durham to give his keynote presentation on the Manifesto, please contact Laraine Durham: ldurham@folio28.com


 

Here is the manifesto.
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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.