Branding

At Future Commerce, we've interviewed a host of executives and entrepreneurs working to build brands they passionately believe will change the world for the better. Through our hundreds of hours of discussion, a clear trend has emerged: How we define a meaningful brand is in flux. Iconic American brands have generally promised good prices as…

Talk to any branding consultant, and they’ll frequently mention “consistency.” Brands should present themselves as consistent as possible, regardless of medium or customer touchpoint. This consistent approach should extend to the payment experience. Brands can draw in more customers and increase retention rates when payments and gift cards are consistently branded with a company logo…

The old way of using to sex to sell products has been “buy this toothpaste for a whiter, sexier smile” or “buy this sports car to feel sexy” or “buy this shampoo for shiny hair that will make you sexy.” Victoria’s Secret has been using sexy images to sell its lingerie for years, and it…

The retail experience revolution is here. Brands of all sizes, all segments, and geographies are now competing on the overall customer brand experience, and not solely on product or historical reputation. As brands work to navigate this new world order, there are many tools, processes and considerations that can create a powerful customer experience. However,…

It won’t be long until we move from the current commercial market into one where our needs will be automatically met and there will be very little "buying" left. Retailers can prepare for the end of buying by focusing on a few key areas: 1. Form Your Ecosystem At the moment, most products and services…

How do you go from being hip and cool to "samey and boring?" A brand is much like a relationship. At the beginning of a relationship, everything is new and exciting. Many relationships fade over time in terms of fun, passion and relevance. Does this mean the relationship has to end or that a brand…

In the current economic climate, lots of businesses are looking to tighten their belts and reduce their expenditure. However, while cost-cutting should be an ongoing concern for any business, it's important to appreciate those areas where cutting back on your spending can have a disproportionate impact. Nowhere is this truer than with your branding. Skimping…

2019 was certainly a big year for retail news. Here's a look at the top news stories published by Total Retail in 2019, ranked by number of page views.

Simply showing up online with an e-commerce website isn’t enough to guarantee success. E-commerce giants Apple, eBay, Craigslist, and Etsy seem to have cracked the code. Together, they generated total revenues of over $275 billion in 2018. They're successful businesses and successful brands. (You may notice some big-name companies missing from my list. I recently…

The digital era we live in gives consumers a world of choices. That means brands are competing for business more than ever before. Unfortunately, too many struggle to share their message in a way that makes them stand out as the clear best choice. At the same time, consumers are looking for more personalized experiences…