Historically, responsible brand stewardship meant ensuring consistency at all costs. Mall layouts and demographics varied, and delivering brand standards was not easy, but everyone from the CEO to the sales staff knew what was expected.
Today, brand positioning requires flexibility and clever finesse. Customers expect tailored brand experiences, and many companies run parallel campaigns to bring one message to multiple audiences. A pair of sneakers must appeal to the 16-year-old shopper looking for new shoes, his mother (and her wallet), and the store environment.
In the September issue of Retail Environments magazine, IDL Worldwide’s Peter Beck discusses effective strategies.