Santa’s Bringing Fifty2 Just In Time For Christmas

\"Fifty2Are you looking for the perfect holiday gift? Do you want a gift that promotes strategic creativity but is still something your staff will enjoy? Look no further. Cross your department off your shopping list. We’ve got you covered.

Fifty2: The My Private Brand Project is my look at the best brands that brought their brand positioning and business objectives to life through great design, purpose and innovation in 2013. The stellar photography by Teri Campbell showcases the best in class brands.

These are the brands doing it right. This book serves as a guide, as well as inspiration, for any brand professional. It includes expanded brand strategies and learning from the 52 brands found within its pages.

This unique book is a must-have for any branding professional looking to take their brands to the next level or to understand the evolving store brand landscape. Order today and get your copies in time for the holidays!


Brands include:

  • Amazon Kindle
  • Archer Farms
  • Artist\’s Loft
  • Avant
  • Baraboo
  • Barnes & Noble Classics
  • Bi-Rite Public Label
  • Blue Hawk
  • Charles Shaw
  • Circo
  • Clarke + Kensington
  • Craftsman
  • Daily Chef
  • Dean & Deluca
  • FAO Schwartz
  • Fresh & Easy
  • Gold Emblem
  • Greenwise
  • H20 Help To Others
  • HDX
  • Home 360
  • Ht Traders
  • Hy-Vee One Step
  • Insignia
  • Kenmore
  • Kidgets
  • Kobalt
  • Lucky Duck
  • Marketside
  • Mirra
  • Mytrition
  • Organics
  • Ology
  • Publix
  • Raley\’s
  • Safeway The Snack Artist
  • Sephora
  • Simple Truth
  • Simply Balanced
  • Simply Enjoy
  • Simply Nourish
  • Skyline
  • Stone Ridge Creamery
  • Sur La Table
  • The Fresh Market
  • Threshold
  • Trader Joe\’s
  • Tul
  • Via Roma
  • Williams-Sonoma
  • World Table
  • 7 Select



Fifty2: The My Private Brand Project Tour Comes to Charlotte


Since the launch of “Fifty2: The My Private Brand Project.”, early this year my life and career has been a whirlwind of blogging, an exciting new job at Theory House and bouncing around the country from Boston, Chicago, Denver, San Diego to NYC. Which has inevitably led me back home to the south and Charlotte. Don’t miss the exclusive Carolina’s leg of my national book tour or the opportunity to pick up a signed copy.

Grab your tickets today for the 3rd annual Retail Insights Southeast luncheon being held October 8, 2014 from 11am-2pm at The Big Chill in Charlotte. Hosted by my colleagues at Theory House. I will join Marci Grebstein, VP of Marketing at Food Lion and Spencer Blaker, Global Director of Retail Marketing at Burt’s Bees.

Register Today!


Christopher Durham

Christopher Durham To Present at Shopper Insights In Action Conference


This year\’s 14th Annual Shopper Insights in Action Conference July 14-16 in Chicago at the Navy Pier, that\’s right its next week, if you have not made plans to attend you still have time! My Private Brand readers can still take advantage of a 20% discount when they use the code SIA14MYPBRAND. REGISTER TODAY!

This year I will be joining an impressive faculty of speakers who will deliver more than 80 insightful presentations. The faculty includes a number of notable retailers:

  • Sir Terry Leahy, Former CEO, Tesco
  • Juan C. De Paoli, SVP Brand Management and Own Brands, Ahold USA
  • Kathryn Henkens, VP Private Brands, Petco
  • Edward Porter, VP Consumer and Business Insights, Ahold USA, Inc.
  • Heidi Reale, Director of Shopper and Digital Marketing, Price Chopper Supermarkets
  • John Whitaker, VP, Market & Consumer Insights, Lowe\’s Companies, Inc.
  • Kyle Swayze, National Category Manager, 7-Eleven
  • Liz Berman, Director of Portfolio Strategy, Safeway
  • Michael De Fazio, SVP of Store Concepts, RadioShack Corporation
  • Parker Hurlburt, Director of Consumer Insights, Marketing, Meijer
  • Scott Friesen, Director, Customer Insights and Marketing Analytics, ULTA Beauty
  • Tim Foster, Director, Customer Experience Insights, Lowe\’s Companies, Inc.
  • Tom Hutchinson, Director Marketing, CRM & Analytics, Raley\’s Family of Fine Stores

On Monday, July 14, 2014 I will moderate the keynote panel: “Private Brands Retail Panel: The Strategic Importance of the Customer in the Growth of American Retail” featuring: Kathryn Henkens, VP of Private Brands, Petco, Juan C. De Paoli, SVP Brand Management and Own Brands, Ahold USA and Liz Berman, Director of Portfolio Strategy, Safeway Consumer Brands.

Then at 3:15 that afternoon the conference will be a stop on my book tour as I present “The Private Brand Revolution Revealed: Fifty2, The My Private Brand Project

A challenging look inside Fifty2, The My Private Brand Project. The 52 brands featured in the book radically destroy the notion that all American private brands are ugly knock-offs of national brands and clearly paints a picture of the retail brand revolution that is creating retail-owned brands that customers know and love.

Stop by the bookstore and say hello and let me sign a book for you.

You won’t want to miss the presentation from fellow panelist Liz Berman of Safeway “Beyond ‘Generic’: How Private Brands Target Emerging Shopper Segments” at 4:00. I had the privilege of a preview and she has some great insights.

Other presentations from retailers include:

Monday, July 14, 2014 – 1:15
The Intersection of Useful and Important: Combining Data Sources to Provide New Insights
Scott Friesen, ULTA Beauty

Tuesday, July 15, 201411:00
Keynote: The Intersection of Big Data and Leadership
Sir Terry Leahy, Former CEO, Tesco

Big Data is not a buzzword or a fad. It\’s a movement and a business growth strategy. And it\’s not going away. Big Data — and particularly its role in bolstering customer relationships — will continue to be one of the most impactful business drivers over the next decade. But, as the former Tesco CEO warns, organizations must transform both their structures and their leadership approach to reap the rewards. This new world of business in the era of Big Data requires radically different thinking, new organizational structures and processes, and new leadership skill sets to interpret and connect data in more creative and meaningful ways. Find the right combination of data and technology to change customer relationships and the business trajectory. Data needs direction to manage the profitability of customers. Big Data on its own is not enough. Values, culture and purpose matter

  • Distinguish between actual and perceived variety—remember always measure from the consumer perspective
  • If perceived variety is overwhelming, reduce the complexity of the assortment
  • If perceived variety is underwhelming, increase attraction and effect of the assortment

Tuesday, July 15, 2014 – 11:45
Keynote Interview: A One on One with Sir Terry Leahy Interviewed by Ravi Dhar, Yale School of Management

In his fourteen years as CEO, Sir Terry Leahy took Tesco from a struggling company to become Britain\’s largest private employer and the third-largest supermarket in the world. Drawing on his experience and expertise, Ravi will interview Sir Terry to get his insights on how initial failure often leads to success, why simplicity leads to innovation and why trust is the bedrock of effective leadership.

Tuesday, July 15, 2014 – 12:30
Lunch: Meet & Greet with Sir Terry Leahy

Tuesday, July 15, 2014 – 2:15
Measuring Motivational Response in Complex Categories
John Whitaker, and Tim Foster, Lowe\’s Companies, Inc.

Tuesday, July 15, 2014 – 2:15
Delivering on the Future of Coupons
Tom Hutchison,Raley\’s Family of Fine Stores

Tuesday, July 15, 2014 – 4:15
Taking Insights to Action: Retailer-Vendor Collaboration in Convenience Cold-Vault
Susan Stege, Dean Foods Company
Kyle Swayze, 7-Eleven

Wednesday, July 16, 2014 – 9:15
BEYOND STATISTICS: From Conceptualization to Design to Implementation, Creating a Compelling and Engaging Shopping Experience for Consumers
Michael De Fazio, Senior Vice President of Store Concepts, RadioShack Corporation

When your competitors sell the same merchandise, how can you stand out as a retailer, connect with the consumer, and differentiate your business? Michael DeFazio will discuss key components in transforming stores for leading retail brands and how fundamental insights can give you an advantage over the competition. DeFazio will go beyond statistics to share key learnings from his career including how to create an enhanced shopping experience that originates with understanding the needs of your customers and how to use those learnings or \”that awareness\” to deliver on your brand promise. From his experience at top retailers to his current work transforming RadioShack stores, DeFazio has learned critical insights each retailer should know about in-store experience, merchandise assortment, and employee engagement.

  • It\’s all in the details: How to create a rich and engaging shopping environment that drive sales and highlight merchandise
  • The value of employee engagement: How to leverage your associates as your greatest strength to driving sales and building relationships
  • One size does not fit all: Learn how segmentation can transform your business

My Private Brand readers can still take advantage of a 20% discount when they use the code SIA14MYPBRAND. REGISTER TODAY!

Fifty2 tour

Don\’t Miss the My Private Brand Show on the Road!


Writing a book is a formidable experience. You do the research, find the words, put your beliefs into it – and on the line – and then you wait to see if Mikey likes it. The response to Fifty2: The My Private Brand Project, my take on the 52 best private brands in the country, has been both exciting and humbling.

\"FIFTYWhen I set out to write the book, that was all it was. I had never considered a book tour. The My Private Brand website has been well-received since day one, and I’ve become a sought after speaker and consultant, but when I started receiving emails asking about a book tour, I was blown away.

But with over 1,500 copies sold, and requests for a speaking tour coming in, it’s clear the book is a well-received success and momentum continues to grow. So I’m in the process of planning a late summer/early fall book tour. If you missed me at FUSE in Chicago, or The Dieline Conference in Boston, you’ll have plenty of opportunities to meet me and talk about the best of the best US Private Brands. Right now, I’m finalizing plans to visit.

  • Atlanta
  • Boston
  • Charlotte
  • Chicago
  • Cincinnati
  • Dallas/Fort Worth
  • Denver
  • Los Angeles
  • Miami
  • Minneapolis
  • New York City
  • San Francisco
  • Seattle
  • or your office.

Whether you’re a retailer hoping to build and grow great brands, a manufacturer wanting to better understand your retailer customers, or a CPG wanting to learn about the evolving competition, my presentation will educate, enlighten and challenge. I’ll discuss the book and the brands, take a look at where Private Brand is headed and the latest trends, and follow that up with a Q&A session and a book signing.

To Schedule a stop at your corporate headquarters or request pricing information please complete the contact form below.

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Fifty2 grocery

Fifty2 Private Brands in 52 Seconds

If you haven\’t had a chance to pick up Christopher Durham\’s new book \”Fifty2: The My Private Brand Project\” check out this 52 second video highlighting all Fifty2 brands.