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.
About the Author: Christopher Durham
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.
