.comment-link {margin-left:.6em;} Making Sense: e-Digest of Brand Thinking

Monday, May 09, 2005

Retail brands evolving?

A story in Adweek.com caught my eye today. It was about retailers looking to build up their brands.

'"Retailers in general are taking a bigger view of
marketing than they have in the past, when they were very merchandising and
merchant-driven," said Steven Feuling, chief marketing officer for Publicis
Groupe's Starcom in Chicago and a former svp of marketing for Kmart. "What
you're seeing is the evolution of the category."'

I don't think so. Retailers will always think like retailers -- it's their nature. Besides, it's up to the consumer to define the shopping experience, not the shop owner. It's the old carriage and horse thing updated for the twenty-first century.

Read the article and see what you think.

Retail Grows Up, Looks to Build Image

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