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 his blog, mypbrand.com, 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.

This unique book is a must-have for any branding professional looking to take their brand to the next level or understand the evolving store brand landscape. From Amazon's Kindle to Walmart's World Table, the brands are presented in a way that has the power to redefine traditional private labels and raise the bar for retailers to create consumer-focused brands. This book is designed to bring the best of the best to the forefront, to place them on a pedestal not as brands to be copied, but as compelling examples of brands bringing each retail owner's strategy to life. This is the age of the retailer-owned brand. Durham invites you to read through the Fifty2. Agree. Disagree. Argue. Take inspiration, take hope, but whatever you do, do not copy, mimic or steal. Own your own strategy. Create and manage brands that bring that strategy to life. Make your Private Brand a destination in its own right.

Retailers included in Fifty2:

• A&P
• Ace Hardware
• Ahold USA (Stop & Shop, Giant)
• Amazon
• Barnes & Noble
• Best Buy
• Bi-Rite
• CVS
• Dean & Deluca
• Delhaize America (Food Lion, Hannaford)
• Duane Reade
• Family Dollar
• Fresh & Easy
• Harris Teeter
• Home Depot
• Hy-Vee
• Kroger
• Lowe's
• Michael's
• OfficeMax
• PetSmart
• Publix
• Raley's
• Safeway
• Sam's Club
• Sears
• Sephora
• Staples
• SuperValu
• Sur la Table
• Target
• The Fresh Market
• The Vitamin Shoppe
• Toys 'R' Us
• Trader Joe's
• United Oil
• Walgreens
• Walmart
• Williams-Sonoma
• 7-Eleven