Leading up to The Private Brand Movement event next month, we invited a few of our excellent speakers to discuss their roles within their organization and their presentations at event. We had a chance to talk with Panelist, Melissa Smith-Hazen, Director of Strategic Design, Corporate Brands at AHOLD USA. Melissa will participate in the discussion, "Design & Packaging Roundtable: Stepping Out of Brand Name Shadows" at The Private Brand Movement, September 27-29, 2010 at Hotel Sax in Chicago. Listen to the podcast - Read the transcript
"It's not about brands vs. retailers. It's about working together to help the retailer stand out from their competition" - Christopher Durham, Blogger in Chief, My Private Brand

The Private Brand Movement unites brand and retail strategists who are embracing changes in consumer brand preference, accepting private labels as unique brands. 30+ top retail and national brand leaders will take the stage to share their journey of reinventing their brand strategy, packaging and design to be more relevant to today's new consumers.

Covered hot topics include:

ACE HARDWARE
Building Store Brands that Thrive in Economic Highs and Lows
KRAFT
Assessing What Matters & Growing Brand Equity
TARGET CORPORATION
The Re-launch of UP & UP: Moving from Label to a Brand
HERSHEY, KRAFT, PHILIPS
Building Brand Excellence: Relevancy Post-Recession
MCDONALD'S CORPORATION
The Power of Articulating Your Brand Promise
SAM'S CLUB & AHOLD
Stepping Out of Brand Name Shadows
FAMILY DOLLAR STORES
Making it Real: The Early Days of Bringing a Private Brand Vision to Life
SEARS HOLDING
Modernizing a Brand: Strategizing and Designing the Path to Success
PHILIPS
Package Redesign with Your Retailer in Mind
SAFEWAY, OFFICE DEPOT, CABELA'S
Moving Beyond Value
STARWOOD HOTELS & RESORTS
Transforming a Design Team into a Brand-Building Design Force
L.L.BEAN
Creative Leadership & Principles in Designing Across Categories

Download the brochure to see the full agenda.

This isn't just a conference, it's a catalyst for collaboration. Come together to share, learn, debate and co-create the future of private brands at retail.

We look forward to seeing you there.

Cheers,
The Next Big Design

P.S. - Don't miss the co-located Category Leadership Conference! Two Events to Meet All Your Retail Needs - Select One or Attend Both by Upgrading to an All-Access Pass for $500.

THE CATEGORY LEADERSHIP CONFERENCE
what matters, what's next on shelf

The Category Leadership Conference features next generation category strategies to help brand and retailers revitalize the shelf, awaken sleepy categories, incorporate private labels and reinvigorate sales. Today's shoppers have different needs by category, by channel, by store. This isn't your category management event from the 80's, 90's, or even last year, this is the event to keep your shoppers coming back for more.
Eli Getson recently joined Golfsmith International as Senior Vice President/General Merchandise Manager, where he helps define the company strategies in areas such as private brand development, licensing, merchandising, channel strategy, and international business growth for the largest multi-channel golf specialty retailer in the United States.

Prior to his current role, he was Category Manager/DMM for Cabela’s where he managed the Men’s Tops division for the premier retailer in the outdoor space. He has also held positions such as Vice President/Divisional Merchandise Manager- Private Brand for Bonton Stores Inc., Senior Vice President Design for Perry Ellis International, and Senior Director Merchandising for Polo Ralph Lauren. He is also a frequent contributor to the popular men’s style blog The Selvedge Yard and has been featured on such on-line publications as Valet, Hype Beast, and Selectism.

Eli will be participating in the panel discussion, "A Conversation with...Ideas, Stories, and Perspectives - Moving Beyond Value" at The Private Brand Movement, September 27-29, 2010 at Hotel Sax in Chicago.


Leading up to The Private Brand Movement event next month, we invited a few of our excellent speakers to discuss their roles within their organization and their presentations at event. First in our series are Vickie VanHurley, Ph.D. and Gregg Keeton.

Vickie has been a graphic designer & illustrator for over 25 years. She serves as a graphic design professor (Southern Illinois University, University of Kentucky, Michigan State University) for over 11 years. Vickie earned her Ph.D. from Michigan State University (research focus: packaging design as the new advertising-does packaging design influence consumer purchase intent?).

Gregg Keeton is a 35 year graphic design veteran with 25 of those years spent as a packaging designer for Meijer. Gregg is a graduate of University of Kentucky with a BS in advertising and art and a graduate of Kendall College of Art & Design, Ferris State University.

Gregg and Vickie will be presenting "May the [Brand Building] Force Be With You!" with Vickie VanHurley on Tuesday, September 28th at 1:30pm as part of our Design track session.

Listen to the podcast

Download the transcript

Learn more about The Private Brand Movement - download the brochure today!



Thanks to Walgreen's recent purchase of New York drugstore, Duane Reade, Walgreens will expand Duane Reade's private brand, DR Delish to their customers nationwide. Walgreens stores will start with 10 DR Delish products featured on an end cap display. Other DR Delish products will be rotated in or added to shelves in fall.

According to CSNews.com, the DR Delish snacks and beverages will sell at prices below the leading national brands. The brand launched at Duane Reade with 25 items last fall and quickly developed a strong following among New Yorkers as it grew to more than 100 items by the end of last year. Many of the products offer healthy benefits, labeled trans-fat free, gluten-free, reduced-calorie or made with natural ingredients.

What do you think of Walgreen's expansion of the DR Delish brand? Will it be as well-received with customers nationwide as it has been with New Yorkers?

USAToday.com reports that United States grocery retailer, Kroger has expanded its private brand beauty line, calling it "Mirra." Kroger says it's had double-digit percentage increases in sales during the slow, almost-quiet roll-out of the Mirra beauty line that began last October, according to TimesUnion.com.

The Private Label Manufacturers Association says overall, store brands last year hit new highs of 23.7% of items sold in U.S. supermarkets, 18.7% of sales and $55.5 billion total sales. Store brands accounted for 15.7% of health and beauty products sold in supermarkets, said the trade group, using Nielsen Co. research.

Kroger's definition of Mirra - mirra™ combines quality, natural ingredients with the latest science to meet 3 different needs: Daily - routine personal care; Renew - a rejuvenating time out; and Inspire - quick transformations for a night out.

What do you think of Kroger's move into private brand beauty? With it's success, will we see other grocers expanding their private brand offerings?

Learn private brand secrets from Target, Safeway, Meijer Stores and more at The Private Brand Movement // September 27-29, 2010 // Hotel Sax - Chicago. Visit the website to download the brochure, check out the excellent speaker line-up and register for this premiere event!
Email Amanda Powers by Friday, August 20, 2010
Re: Destination Design Management
Event Date: February 7-9, 2011
Location: Los Angeles Area, CA (exact location TBA)
SUBMISSIONS DUE NO LATER THAN FRIDAY, AUGUST 20, 2010.
[Note: Papers are accepted on a rolling basis so early submissions are encouraged.]

Your Opportunity
We are well underway with the production of Destination Design Management, the top event for creative leaders to explore innovative techniques for building a strategic design team and championing design as a key competitive business advantage. We are currently recruiting corporate practitioners who can share new ideas, perspectives and concrete examples of how to demonstrate design value and leverage design to create solutions for the consumer and ultimately impact the business.

Who Will Attend?
Leaders who are interested in understanding how to take design to the next level. Attendees have a diverse set of expertise - Design Management, Creative Direction, Graphic Design, Package Design and Management, Packaging Engineering, Structural and Industrial Design, Strategic Planning, Marketing, Global Branding and Design, Brand Equity, Recruitment and HR, Research and Finance.

Presentation Topics
Got a good story to tell? Have a provocative perspective that needs to be shared? I'm interested in hearing from you. Session topics include, but are not limited to:
Innovation through Strategy Design Management
Connecting the Value of Design with Your Business Objectives
Articulating Design to a Left-Brained Boardroom
Simplicity that Scales: Reversing Traditional Design Processes to Implement a Holistic Approach
It's Not Just About Your Portfolio Anymore: The Pedigree of the Most Desired Talent
Design Thinking: Selling it Up the Chain
Consolidating Project Design by Architecting Brand Stories
Inspiration on a Dime: Maintaining Your Creative Edge within Corporate Walls
Inspiring Your Partners to Deliver Unexpectedly Brilliant Creativity
Design Leadership in a Retail Environment
The Next Level of Design Leadership: Steering the Integrated Marketing Team
Becoming the Ultimate Relationship Manager: Teams, Agencies, Strategy
Training the Organization to Leverage Design
From Creative Servicers to Brand Architects: Changing the Internal Dialogue
Metrics - Proving a ROI and Benchmarking
Developing Brands and A Designer's Role in Branding/Communication
Breaking Silos to Create Brand Clarity
Building a Global Design Capability that's Agile & Adaptable
The Cost of Saving on Design
The Role of Procurement in Creative Services Purchasing
The Impact of Crowd Sourcing on Design Advancement

We are also offering two three-hour workshops, one for people new to managing designers, and one for seasoned managers geared to upper level VPs:
From Designer to Manager: Sharpening Your Management Skills
Redesigning Design: Transforming a Creative Services Project Team into a Brand Building Engine
Talent Management: Hiring, Inspiring & Keeping the Best
Design ROI

Formats Include:
Standard presentation (45 minutes long)
Interactive Ideation and brainstorming sessions to uncover the "so what" of trends and engage the audience in discussion (30-45 minutes long)

We are also happy to consider topics not listed here that you feel would add value and be appropriate.

Submission Guidelines & Deadline
For consideration, please email Amanda Powers with the following information by Friday, August 20, 2010.
· Proposed speaker name(s), job title(s), and company name(s)
· Contact information including address, phone and e-mail
· Title of presentation
· Brief overview of the presentation (1 short paragraph plus 2 bullets that illustrate audience takeaways): Please note: if your proposal is selected, portions of this description will be printed in the brochure and used online to promote your participation
· Brief speaker biography (2 sentences max)

Speaker Benefits
Why do speakers want to be a part of DDM? To:
Advance the purpose and value of design as a competitive business advantage
Position their company as one that values brand identity and design
Reinforce their own position as a leader
Share results of an exciting project
Network with other industry leaders and participate in high-level discussions

Special Notice to Vendors, Consultants & Solution Providers
Whether you are looking to build awareness, generate new business or strengthen existing relationships- a presence at DDM will help you achieve your goals. Be at the right place at the right time. A limited number of sessions on the program are reserved for our event sponsors. Solution providers who wish to become part of the program should contact Sarene Yablonsky at 646-895-7474.

Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Thank you for your interest in DDM. Check back for updates on the program at www.iirusa.com/design.

All the best,

Amanda Powers
Conference Director
Institute for International Research

Starting in 2011, Procter & Gamble will start a sustainable packaging program for Pantene Pro-V, COVERGIRL and Max Factor brands. The environmentally friendly packaging, derived from sugarcane is 100% recyclable, according to EnvironmentalLeader.com. P&G plans to source the plastic from Braskem SA, which manufactures the material using ethanol made from sustainably-grown Brazilian sugarcane. The pilot will be rolled out globally over the next two years, with the first products expected to be on the shelf in 2011. In a report by Packagingnews.co.uk, Gina Drosos, global group president for P&G beauty, said the move to sugar cane-derived plastics was consumer driven. "As we talk to women around the world, they tell us that they want to make themselves more beautiful without making their environment less beautiful," said Drosos.

Join Annie Zipfel, Director of Owned Brands at Target and other top retail and national brand leaders as they share their journey reinventing their brand strategy, packaging and design to be more relevant to today's new consumers. The Private Brand Movement unites brand and retail strategists who are embracing the change in consumer brand preference, accepting store brands as unique brands.

"It's not about brands vs. retailers.
It's about working together to help the retailer stand out from their competition."
-Christopher Durham, Blogger in Chief, My Private Brand

The Private Brand Movement
September 27-29, 2010
Hotel Sax - Chicago
Download the Brochure


The Re-launch of UP & UP: Moving from a Label to a Brand
Annie Zipfel, Director of Owned Brands, TARGET

Target's core brand mission is to help its customers "Expect More, Pay Less." The recent recession caused changes to consumer habits and Target took this opportunity to rebrand their store brand household products. During this session you will learn what led to the packaging design, the strategy behind the design that removed the traditional bulls eye logo and the new name - Up & Up. Key takeaways from this session include:

• Developing a customer-centric strategy across the design, marketing strategy and brand communication strategy.
• Using a customer-centric approach to rebranding.

In addition to Target you will hear real-world case studies from Safeway, Kraft, Sears, Victoria Secret, McDonald's, Family Dollar Stores, The Hershey Co., L.L.Bean, Meijer Stores, Ace Hardware, Philips, Sam's Club, Office Depot, and more. This isn't just a conference, it's a catalyst for collaboration. Come together with your industry peers to share, learn, debate and co-create the future of private brands at retail.

Register today to secure your spot.

We look forward to seeing you in Chicago!

Cheers,
The Private Brand Movement Event Team

Don't forget - -Join our LinkedIn group for exclusive discounts to attend!

Coolhunting.com reports that the UPS has introduced reusable express envelopes that have a second tape strip. In an effort to cut costs and promote sustainability, the company that's famous for touting brown may soon go green. UPS is already using recycled fibers for their shipping materials.

From the UPS website, redesigned and made from 100 percent recycled fiber with 80 percent post-consumer content, Reusable Express Envelopes reduce waste by allowing documents to be sent and returned in the same packaging. Now your customers won't need to locate an envelope to return documentation to you, increasing convenience and possibly reducing delays.

In a digital age where most documents are sent online, will this initiative help UPS gain a larger customer share?

In an effort to boost tourism, New Hampshire, New Jersey and Rhode Island have embarked on expansive branding campaigns. With the success of Michigan's "Pure Michigan" campaign, states now have a solid case study of how to quickly turn around a state's image toward a much brighter future. USAToday.com writes, Pure Michigan is a prime example of state "branding," the process by which a state (or any other place) plants a readily identifiable notion of itself in the national imagination. The goal is to make people visit, move there, do business there, or buy its products. Michigan has been spending $1 million to $2 million a year to make Pure Michigan ads. In 2009, when its total tourism marketing budget was $28 million, the state spent $19.4 million to advertise, including $10 million on national cable TV. A survey commissioned by the state credited the Pure Michigan national broadcast ads with attracting 681,000 additional visitors from outside the region. They spent $250 million and produced $17.5 million in extra taxes, for a return of $2.23 per national ad dollar.

It looks like branding campaigns can provide significant revenue for states - if done correctly. With Michigan's example, do you think that more states will jump on board, spending extra dollars to boost tourism?
Calling All Retailers & National Brands.... This is one event you cannot afford to miss. The Private Brand Movement brings you the latest case study presentations to provide real stories of how key players are achieving resounding success standing out at retail.

"It's not about brands vs. retailers.
It's about working together to help the retailer stand out from their competition."
-Christopher Durham, Blogger in Chief, My Private Brand

Retailer Perspective
Modernizing a Brand Image: Strategizing and Designing the Path to Success
- Kim E. Coovert, Brand Manager, Own Brands Food and Drug, SEARS HOLDING
In this session, you will travel along Kmart's journey towards a complete rebranding effort in their Pantry and Drugstore. You'll learn how they are developing branding strategies, exiting a current brand, launching a new brand, updating product assortment and redesigning packaging. These actions along with a newly created own brand focus and marketing strategy are all designed to align with the needs of their core consumers. The key lesson is that it's never too late to leverage your strengths and modernize your brand.

National Brand Perspective
Package Redesign with Your Retailer in Mind
- Kit Hughes, Art Director, PHILIPS
Ultimately the goal of brands is to sell more and help their retail partners sell more. In this session, you'll hear how Philips has worked with Best Buy to redesign their packaging. Learn how Philips forged a distinct partnership with their retailer by understanding their retail strategy as well as their unique customer base to drive the redesign package strategy.

Download the brochure to see the agenda.

Private brand isn't a trend. Join your industry peers to share, learn, debate and co-create the future of private brands at retail. Register today to secure your spot.

We look forward to seeing you there.
From: Krista Vazquez
Re: FUSE: Design & Culture // Brand Identity & Packaging
Event Date: April 11-13, 2011
Location: Westin River North, Chicago, IL
________________________________________
Submit a proposal to speak at the top industry event for brand strategists and designers.

Your Opportunity
Production has begun for FUSE 2011. A top destination for designers, brand strategists and trend hunters, FUSE reveals extraordinary ideas about design, culture, branding and packaging. The FUSE experience will empower you to connect more meaningfully with your consumer through design and brand strategy.

We are actively recruiting speakers to bring FUSE 2011 to life. The submission deadline is Wednesday, August 18, 2010. Proposals will be accepted on a rolling basis so early submission is encouraged.

Added Bonus: All speakers will receive complimentary admission to the entire event (a $3,000+ value).

The Crowd
Each year, hundreds of leaders converge at FUSE to advance their brands, businesses and careers...and to get inspired by our speakers' stories. Attendees have a diverse set of expertise - graphic design, marketing strategy, brand management, package design, art director, structural design, consumer insights, trend forecasting and design research. Industries represented include consumer packaged goods, retail, industrial manufacturing, technology, financial services, media, entertainment, pharmaceuticals and health care.

Content Areas for FUSE 2011
• Design & Creative
• Brand Marketing & Strategy
• Trends & Insights
• Cultural Anthropology
• Global Design & Branding
• Social Media
• Product Innovation

We are also happy to consider topics not listed here that you feel would add value and be appropriate.

Submission Guidelines & Deadline
For consideration, please email Krista Vazquez at
kvazquez@iirusa.com
. with the following information by Wednesday, August 18, 2010.
• Proposed speaker name(s), job title(s), and company name(s)
• Contact information including address, phone and e-mail
• Title of presentation
• Brief overview of the presentation (1 short paragraph plus 2 bullets that illustrate audience takeaways): Please note: if your proposal is selected, portions of this description will be printed in the brochure and used online to promote your participation
• Brief speaker biography

Speaker Benefits
Why do speakers want to be a part of FUSE? To:
• Advance the purpose and value of using design to tell a brand's story
• Position their company as one that values brand identity and design
• Reinforce their own position as a leader
• Share results of an exciting project
• Network with other industry leaders and participate in high-level discussions

Special Notice to Vendors, Consultants & Solution Providers
Whether you are looking to build awareness, generate new business or strengthen existing relationships- a presence at FUSE will help you achieve your goals. Be at the right place at the right time. A limited number of sessions on the program are reserved for our event sponsors. Solution providers who wish to become part of the program should contact Sarene Yablonsky at 646-895-7474 or syablonsky@iirusa.com.

Due to the high volume of responses, we are unable to respond to each submission. All those selected to participate as speakers will be notified shortly after the deadline.

Thank you for your interest in FUSE. Check back for updates on the program at www.iirusa.com/fuse.

All the best,
Krista Vazquez
Conference Director
Institute for International Research
Cattlenetwork.com reports that Dean Foods, the largest United States dairy processor has reported a second quarter drop in dairy sales thanks to the ongoing recession; however, much of the 30% drop is directly related to competition from private labels. According to the report, Dean Foods sells private label products through its WhiteWave-Alpro unit, which accounts for only about 15 percent of overall sales. Fresh Dairy Direct-Morningstar, which includes branded milk, accounts for about 85 percent of sales.

During the 52 weeks ended July 11, private label sales of skim or low-fat milk at U.S. supermarkets, convenience stores and other mass-market retailers totaled $4.47 billion, or 56 percent of total sales, according to Symphony/IRI Group, a Chicago-based market research firm. The figure does not include Wal-Mart Stores.

Read the rest of the report here.

What do you think will be the next move for Dean Foods? Will we see them partnering with other retailers or expanding their private label portfolio?

Make sure you're ready for the continued success of private labels and brands. Join us at The Private Brand Movement, this September 27-29 at Hotel Sax in Chicago. Learn more by visiting our website and downloading the brochure.
Packaged Facts has released a new report that claims non-traditional retailers like Whole Foods and Trader Joe's may be winning in private brand. According to NACSonline.com, the report reveals that traditional supermarkets and grocery stores are losing private label market share to alternative stores, with compound annual growth rate (CAGR) among traditional food and beverage retailers a modest four percent between 2005 and 2009. This contrasts sharply with the growth of private label sales at specialty food stores Whole Foods and Trader Joe's, which grew at a CAGR of 14 percent during the same period. Supercenters Walmart and Target realized CAGR of nine percent, and warehouse stores, such as Costco and Sam's Club, grew at a CAGR of six percent.

What strategies must traditional grocers take in order to win with private brands and private label? Find out at The Private Brand Movement, September 27-29, 2010 at Hotel Sax in Chicago. Join Meijer, Safeway, AHOLD USA and more they showcase real-world case studies about customer-centric brand strategy and models for collaboration, transformation and innovation. Download the brochure and register today!
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