By Christopher A. Durham: President & Chief Strategist, My Private Brand
Largest Worldwide Private Brand Competition is Changing Retail Owned Brand Design
Almost three years ago, the publisher of this magazine, Phillip Russo, and I sat in a little café in Amsterdam, discussing our publications, the opportunities for Private Brands, and PLMA’s World of Private Label international trade show we had just attended. A few drinks and a good cigar later, we had a handful of off-the-wall ideas we truly believed could change private brand. That conversation was the spark that ignited the Vertex Awards. And now, two years after its inception, the Vertex Awards are the largest worldwide competition devoted exclusively to the art of Private Brand package design. More than simply size, it has become a catalyst for change and opened the eyes of the world to the depth and breadth of Private Brand’s potential globally.
Private label is booming, and with the slow pace of economic recovery, we can expect this to continue for some time. Consumer habits – including having ‘downtraded’ to private label during tough financial times – are now ingrained. It’s unlikely that national brands will ever recover that lost ground.
By Vasco Brinca, Senior Vice President, EMEA LA, Daymon Worldwide
By / Bruce Levinson, Vice President, Client Engagement at SGK
