What’s Needed: A Retail Refresh or Total Rebrand?

So many retailers are at a standstill. They often blame it on a sluggish economy. But is that the problem? Consumers are spending. Maybe they’re more judicious about it, but they are buying. If they’re buying less in some retail stores than they used to, there’s a problem. And it usually boils down to a number of maladies: a brand set adrift, a loss of relevance, less than delightful customer experiences, experiences that don’t match up to the hype created by marketing campaigns or a little to a lot of each.

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Retailers: Customers Don’t Want a Relationship with You, They Want Relevance

No amount of discounting, promotional activity, sweetening incentives in loyalty programs and streamlining the purchasing experience will cajole the customer into a relationship with a retail brand that isn’t relevant to them. Aren’t retailers working these angles with varying degrees of success these days? It’s obvious that customers are wary—and weary—of all the hype out there.

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The Cult of Personality of Sports and Outdoor Brands

“Build it and they will come.” That’s what many brand owners think. Producers and retailers hope that cash infusions, quality products or glitzy retail environments, and a marketing campaign are going to result in fame, fortune and fandom.

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Design is Transformational: But Only if Strategy & Execution Marry

The problem with retail environments today is that they’re still transactional in nature. Most retailers really haven’t changed much in their thinking or their approach to retail design. Retailing is understood as environments to sell merchandise; that seek to drive sales the old-fashioned way. Advertising lures customers in and the store layout, merchandise selections and services are expected to close the sale. Same old approach with a few new high tech toys thrown in without a lot of thought.

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Brand Strategy is a Short-Term Investment with Long-Term Benefits

If brand strategy is an intangible concept, how can we measure ROI on it? Learn how investing in brand strategy is one of the best uses of your money.

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Put Your Morals Where Your Mouth Is

Contribution. There’s a big difference between a cause and a claim. You can make a claim, but you have to live a cause. In part one of this article, I discussed the concepts of branded ritual as tools for marketers who are tasked with taking a brand stand they can uniquely own. Then, in part two, I demonstrated the value of understanding your archetype to build brand strategy. In part three we will explore the importance of contribution as a differentiating brand strategy and powerful tool in self-selection.

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Brand Purpose: The Key to a Cult Following

It’s no secret that everybody yearns to be a part of something greater than themselves, their loved ones and their work. But it does seem to be a secret to many brands.

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Disrupt. Create a Category of One

We’ve heard it all before. “There’s nothing new under the sun.” “It’s all been done before.” “Timing is everything and this isn’t the time to start anything new.”
Thankfully, the intrepid among us have never taken any of these ideas to heart. If they did, great inventions would have never happened and great brands might never have seen the light of day.

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