Branding

Top Women in Retail 2018: Jocelyn Wong, Chief Marketing Officer, Lowe’s
January 19, 2018 at 11:04 am

To see the full list of this year's Top Women in Retail honorees, click here. What do you enjoy most about working in the retail industry? I love how exciting retail is right now. Technology is changing the expectations that customers have of retailers in ways no one could have imagined just a few years ago,…

21st Century Branding: Is it a Hoax?
January 19, 2018 at 9:13 am

I smirk when anyone tells me that "branding" is the core of any campaign. Branding is to measurement what superstition is to science. You advertise to do one thing: move product — period. That product is sold either online or offline. Online measurement, while not perfect, is evolving. Offline, up until recently, not so much.…

CVS Bans Photo Manipulation for Store Beauty Brands
January 16, 2018 at 10:18 am

CVS Health will ban photo manipulation in its store-brand makeup marketing, store aisle displays and social media posts by April 2020. The announcement was made by Helena Foulkes, president of CVS Pharmacy and executive vice president, CVS Health, during her presentation at the National Retail Federation's Big Show in New York yesterday. "As a woman,…

Harry & David's Brand Redesign Points to Digital Future
January 2, 2018 at 12:43 pm

In episode 124 of Total Retail Talks, Oscar Castro, vice president, e-commerce and marketing at Harry & David, discusses the gourmet food brand's recent redesign. Castro touches on how new functionalities added to Harry & David's website will improve its customers’ experiences, and offers advice for other retailers that are considering a brand redesign, including…

3 Ways to Build Millennial Brand Advocates
December 21, 2017 at 3:20 pm

It’s hard to go a day without reading an article about the brands and industries millennials are killing off. From napkins to cereals to banks, the lineup of sectors that these 20- and 30-somethings are rethinking seems endless. It’s enough to make marketers think that brand loyalty among millennials is dead. However, the opposite is…

Gander Mountain Returns With New Name
December 15, 2017 at 12:16 pm

This week, Gander Mountain emerged from bankruptcy protection and reopened stores with a new name: Gander Outdoors. The outdoor apparel and product company was purchased by Camping World Holdings, an Illinois-based network of RV-centric retail locations, in April. Now under new ownership, the newly minted Gander Outdoors is on track to open 55 to 65…

Wal-Mart Changes its Name to Reflect Focus on Digital
December 7, 2017 at 12:52 pm

Wal-Mart Stores Inc. is taking the "Stores" out of its name. MarketWatch reports the big-box retailer will shorten its legal name to Walmart Inc. The move highlights Wal-Mart's message that it is more than just large storefronts, while also showing a commitment to its digital business. “While our legal name is used in a limited…

What’s in a Private Brand Name?
December 6, 2017 at 10:30 am

I read an article recently that found that AmazonBasics was driving more sales than some other Amazon.com private brands. The article’s conclusion was that the success of AmazonBasics meant that the company may not need to “disguise” its private brand by removing the Amazon name from its products to drive sales. This premise didn’t sit…

Colorful Mattress Brand Purple Stands Out From its Competitors
November 9, 2017 at 10:57 am

Selling mattresses online, once thought to be a novelty, has exploded in recent years. Consider that in 2014, the online share of ​U.S. retail mattress sales was 6 percent; it now stands at 10 percent, and figures to continue to grow. Online mattress sales now represent a $1.5 billion industry. With increasing competition, brands such as…