Historically, creating a brand image with in-store marketing collateral was simple. With retail chains and single brick-and-mortar store locations, the shift in campaigns was a streamlined process from store to store. Each had the same window stickers, ceiling hangers and posters printed months in advance and delivered to each franchise consistently. In today's market, however, this process is a complex web of shifting consumer expectations, online communication, instant customer feedback and localized content.
