Branding: The Multichannel Shopper
With the catalog and Web site, if you know what you’re looking for, you can find it easily. If you don’t know what you’re looking for or want to be surprised, which is one of the charms of shopping a specialty
food retailer, you’ll miss the active engagement of good marketing.
Many companies have a great brand identity but suffer from mediocre product. Penzeys experiences the opposite challenge. It has great product but suffers from weak branding. Our grade: C.