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Fifty2: The My Private Brand Project

In Fifty2: The My Private Brand Project, author and Vice President of Retail Brands at Theory House, Christopher Durham uncovers the Fifty2 best examples of U.S. private brands found on retail shelves today. The book is based on a year-long series of featured posts from this site, as well as expanded content, new photography and additional interviews. Durham believes that Brand is key and he presents a compelling case for retailers to own brands that matter. He focuses on the brands that bring their brand positioning and business objectives to life through great design, purpose, lifestyle and innovation, and looks at what makes these brands resonate with customers. With all new groundbreaking photography by Teri Campbell of each featured brand, its packaging and products, Campbell brings the message home with over 200 color photographs.

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