PLUS & PRO members may submit guest posts and press releases.
Go Back to school with Publix.
This year’s the Back to School commercial from Florida based grocer Publix once again features the retailer’s iconic Private Brand. The product placement is a master class in committing to private brand and integrating it into marketing.
Christopher Durham is the president of the Velocity Institute. Prior to this he founded the groundbreaking site My Private Brand. He is the co-founder of The Vertex Awards. He began his retail career building brands at Food Lion and Lowe’s Home Improvement. Durham has worked with retailers around the world, including Albertsons, Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro Canada. Durham has published seven definitive books on private brands, including Fifty2: The My Private Brand Project and Vanguard: Vintage Originals.
The Velocity Institute is a global professional membership organization committed to growing retailer owned brands. (private labels, private brands, store brands, own brands)
Join the Institute
Velocity is a global professional member organization focused on retailers and their brands across all categories and channels. Velocity is leading the game-changing shift to radically transform the private label industry to become RETAIL BRANDCENTRIC & CONSUMER FOCUSED. ALL retailers, manufacturers and solution partners dedicated to helping to build Retail Brands are invited to join the Institute.