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Christopher Durham Featured

The Myth of Choice! National Brands & The MegaConglomerates Who Own Them

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Standing in Americas grocers large and small manufacturer brands like Coke, Tide and Campbells are ubiquitous. They have claimed the high ground as National Brands – supposedly better and morally superior to those “compare and safe” mimicking private labels. They have convinced many consumers and the mainstream media that their marketing spin and spend give them the right to be real “BRANDS.” While all other pretenders large and small are somehow less.

But a closer look at who they are and what they do reveals a story of multinational conglomerates who own the majority of the real “BRANDS.” A study by the U.S. consumer rights group, Food and Water Watch, examined the market share of 100 common grocery items and unearthed a disturbing truth: American consumers who buy national brands, no matter what the name on the pack, are actually supporting 24 mega-conglomerates.

For instance, I Can’t Believe It’s Not Butter!, Shedd’s Country Crock, Imperial, Promise and Brummel & Brown seem to be competing margarine brands, but they’re all owned by Unilever. Similarly, ConAgra Foods owns Blue Bonnet, Parkay and Fleishmann’s. Between the two giants alone you have eight supposed margarine national brand choices. As many as 33 more categories are dominated by 2-4 big players. Clearly, that’s not much of a choice.

Despite the popular mythology of “national brand” there is nothing that makes these mega-conglomerates superior to any retailer or their portfolio of private brands.

  • Retailers and their brands must place customers at the center of all decisions.
  • Retailers and their brands must provide the relevant choices that consumers need.
  • Retailers must leverage their weekly interaction with customers to forge unbreakable relationships.
  • Retailers must stop apologizing for owning brands and start leveraging them to fill their customers unique needs in specific ways that nameless faceless mega-conglomerates simply cannot.
  • Retailers must own a robust portfolio of brands that address unique business needs and consumer needs.

Below is a fascinating infographic from Alex Hillsberg that reveals the ownership of manufacturer brands.

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Prepared by business comparisons | Alex Hillsberg | Follow our Pinterest

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Christopher Durham Featured

$100,000+ of free advertising on My Private Brand

As the novel coronavirus pandemic continues to impact shoppers, retailers, and private brands around the world, we believe in the strength and resilience of the private brand community. This post is designed to remind our readers about our new initiatives designed to build the private brand community and help you grow business in these trying times.

COVID-19: FREE BANNER ADS

To support private brand manufacturers and service providers during the Covid-19 crisis, we are excited to offer more than $100,000 worth of free advertising on My Private Brand. The offer makes available 12 FREE banner ads per month on the front page of My Private Brand. Four 200×200 banner positions in a single row under the main feature stories. Each location will have three dynamically rotating ads.

  • Individual ads will run a minimum of 1 month and no longer than three months
  • One ad per company
  • Formats: GIF, JPG, PNG
  • DPI: 72
  • Max Size: 75kb
  • All ads are static and may not have animation
  • Offer runs six months, April-September 2020.

COVID-19: FREE GUEST POSTS

My Private Brand has always accepted guest posts; however, we have rarely pursued them. Today we are inviting you to participate. To be a part of the conversation and help drive private brand forward. Guest posts are not advertisements. They are thought leadership pieces designed to encourage conversation, present a different perspective, or inform.

And no just in case you are wondering they do not have to be COVID-19 related. They do have to be Private Brand specific – let\’s challenge each other. What does the future look like? What could we do better today? How can we grow the size of the pie and not simply the slice? What does Private Brand Strategy actually mean? How should a Private Brand Portfolio be managed? and so on…

Here\’s what you get:

  • Exposure to My Private Brands readership
  • 1 backlink to the corporate website
  • Author byline
  • Bio with photo and backlink to LinkedIn profile
  • All guest posts will be cross-promoted on LinkedIn, Facebook and Twitter

So, what do we need?

  • Authors must be leaders or up and comers in the private brand industry.
  • All content must be private brand specific. If the post is not directly relevant to private brand, it will not be accepted.
  • All submissions must be original concepts, compelling arguments, and high-quality writing. We will not republish anything that’s been published elsewhere. 
  • The guest posts must reflect the tone of My Private Brand. We aim to be casual, yet authoritative, and typically we stay away from buzzwords and jargon. We prefer the phrases “private brand” or “store brand” over private label and never use the phrase “private label brand”.
  • Attribution of data, quotations, and outside content referenced in the article.
  • No more than one link to your company’s website in the body of the post.
  • 500-100 words
  • 1-2 original images illustrating the post. 1400×790 pixels, 72 DPI
  • Author Name, Title, and Company
  • Author Bio – 150 words or less
  • Author headshot
  • We reserve the right to edit and adapt your guest blog content as we see fit, and update it in the future for accuracy and comprehensiveness.
  • Once published, the guest post becomes the property of My Private Brand/Folio28 LLC.
  • If your post meets editorial standards and aligns with our content strategy, we will respond to let you know your article will be published. That process may take up to 2 weeks. Due to the volume of requests we receive, we cannot respond to all submissions.
  • Offer runs six months, April-September 2020.

Stay tuned over the next few weeks as we announce more exciting additions to My Private Brand.

Stay Safe & Healthy.

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Christopher Durham
President, My Private Brand
Co-founder, The Vertex Awards

Categories
Christopher Durham Featured

Private Brand The Ultimate Disruptor

My latest video for the Private Label Manufacturers Association‘s online video magazine PLMALive. The piece explores the emergence of private brand as the ultimate disruptor.

Categories
Christopher Durham Featured

MPB Commits $100,000+ to Support Private Brand during COVID-19

As the novel coronavirus pandemic continues to impact shoppers, retailers, and private brands around the world, we believe in the strength and resilience of the private brand community. Today, I am excited to announce three new initiatives designed to build the private brand community and help you grow business in these trying times.

Our commitment includes:

  • An exclusive look inside this year’s Vertex Awards entries
  • $100,000+ worth of free advertising on My Private Brand
  • Free Guest Posts on My Private Brand

THE DETAILS:

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INSIDE THE VERTEX AWARDS

The official announcement of the winners of this year\’s Vertex Awards will come the week of May 25, 2020. My Private Brand will spotlight this year’s entries in a daily post on My Private Brand.

COVID-19: FREE BANNER ADS

To support private brand manufacturers and service providers during the Covid-19 crisis, we are excited to offer more than $100,000 worth of free advertising on My Private Brand. The offer makes available 12 FREE banner ads per month on the front page of My Private Brand. Four 200×200 banner positions in a single row under the main feature stories. Each location will have three dynamically rotating ads.

  • Individual ads will run a minimum of 1 month and no longer than three months
  • One ad per company
  • Formats: GIF, JPG, PNG
  • DPI: 72
  • Max Size: 75kb
  • All ads are static and may not have animation
  • Offer runs six months, April-September 2020.

COVID-19: FREE GUEST POSTS

My Private Brand has always accepted guest posts; however, we have rarely pursued them. Today we are inviting you to participate. To be a part of the conversation and help drive private brand forward. Guest posts are not advertisements. They are thought leadership pieces designed to encourage conversation, present a different perspective, or inform.

And no just in case you are wondering they do not have to be COVID-19 related. They do have to be Private Brand specific – let\’s challenge each other. What does the future look like? What could we do better today? How can we grow the size of the pie and not simply the slice? What does Private Brand Strategy actually mean? How should a Private Brand Portfolio be managed? and so on…

Here\’s what you get:

  • Exposure to My Private Brands readership
  • 1 backlink to the corporate website
  • Author byline
  • Bio with photo and backlink to LinkedIn profile
  • All guest posts will be cross-promoted on LinkedIn, Facebook and Twitter

So, what do we need?

  • Authors must be leaders or up and comers in the private brand industry.
  • All content must be private brand specific. If the post is not directly relevant to private brand, it will not be accepted.
  • All submissions must be original concepts, compelling arguments, and high-quality writing. We will not republish anything that’s been published elsewhere. 
  • The guest posts must reflect the tone of My Private Brand. We aim to be casual, yet authoritative, and typically we stay away from buzzwords and jargon. We prefer the phrases “private brand” or “store brand” over private label and never use the phrase “private label brand”.
  • Attribution of data, quotations, and outside content referenced in the article.
  • No more than one link to your company’s website in the body of the post.
  • 500-100 words
  • 1-2 original images illustrating the post. 1400×790 pixels, 72 DPI
  • Author Name, Title, and Company
  • Author Bio – 150 words or less
  • Author headshot
  • We reserve the right to edit and adapt your guest blog content as we see fit, and update it in the future for accuracy and comprehensiveness.
  • Once published, the guest post becomes the property of My Private Brand/Folio28 LLC.
  • If your post meets editorial standards and aligns with our content strategy, we will respond to let you know your article will be published. That process may take up to 2 weeks. Due to the volume of requests we receive, we cannot respond to all submissions.
  • Offer runs six months, April-September 2020.

Stay tuned over the next few weeks as we announce more exciting additions to My Private Brand.

Stay Safe & Healthy.

\"\"

Christopher Durham
President, My Private Brand
Co-founder, The Vertex Awards

Categories
Christopher Durham Featured vertex awards

Vertex Awards Consolidates Ceremonies

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Today I am sad to announce the cancellation of the Vertex Awards Gala and Ceremony, originally scheduled for May 27, 2020, in Amsterdam. This week the Dutch government has introduced additional measures to combat the coronavirus outbreak, including the prohibition of all gatherings in The Netherlands until June 1, 2020. Unfortunately, this makes it necessary to cancel this year\’s European Vertex Awards Gala and Ceremony.

As a result, we will consolidate the Vertex Awards US and European ceremonies into one exciting event which will be held at the Velocity Conference in Charlotte, NC. The result will be one global ceremony on August 4, 2020, at the end of the first day of the conference. Immediately following the awards ceremony, we will have a rooftop cocktail party at the Le Méridien hotel City Lights rooftop bar. 

Key dates include:

  • Winners will be notified Friday, April 17, 2020. Winners will receive an exclusive discount for the Velocity Conference, August 3-5, 2020 at Le Meridian hotel in Charlotte, NC.
  • Winners will be officially published on My Private Brand and the Vertex Awards site the week of May 25, 2020.
  • Vertex Awards 7th Annual Winners hardcover book will be available on Amazon.com June 2020. The first six Annuals are currently available on Amazon.
  • Winners will be published in the July issue of Global Retail Brands magazine.
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