Branding

Looking to Create More In-Store Experiences? Build Up From Your Brand
August 24, 2022 at 6:29 pm

Providing a great in-store experience for your customers is one of the best ways they can engage with your brand. This could include having an easy-to-navigate store layout, signage for wayfinding, the ability to interact with products, the opportunity to learn from demonstrations or educational events, and technology to help find products and checkout smoothly.…

Standing Out in the Era of Creative Commerce
May 30, 2022 at 3:46 pm

As e-commerce has rapidly accelerated, so have consumer expectations surrounding online brand experiences. Shopping has become an extension of everyday life; every moment is now an opportunity for discovery and connection. As a result, consumers are being more spontaneous in their purchases, making brand loyalty suffer and competition rise. The average person is estimated to…

Adidas Opens Network for NCAA College Athletes to Become Paid Endorsers
March 23, 2022 at 5:09 pm

More than 50,000 college student athletes will be eligible to become paid Adidas spokespeople after the sports brand announced a new "name, image and likeness" network for NCAA Division 1 schools. The announcement, made Wednesday, allows the 109 partner schools included in the network to profit off their name, image and likeness (NIL) across 23…

PepsiCo Foods' CEO on 5 Pandemic-Born Consumer Trends That Are Here to Stay
January 17, 2022 at 6:47 pm

The growth of local supermarkets, an increase in the use of e-commerce for food and CPG products, and a focus on value were just three of five trends born during the pandemic that are here to stay, at least according to Steven Williams, CEO of PepsiCo Foods. Williams, who oversees all aspects of PepsiCo’s nearly…

Rite Aid Redesigns Itself for Today's Customer
November 8, 2021 at 8:04 pm

In episode 323 of Total Retail Talks, Editor-in-Chief Joe Keenan interviews Andre Persaud, chief retail officer of Rite Aid, the trusted, everyday care connector operating over 2,500 retail pharmacy locations across 17 U.S. states. Persaud discusses Rite Aid's RxEvolution strategy, how the business is redesigning the in-store experience for its customers, and the internal cross-functional…

Survey Finds People Are Creating the Content They Want to See on E-Commerce Sites
September 27, 2021 at 7:15 pm

Retailers invest a lot of money into what they think consumers want to see — offering pristine professional photos and partnering with mega-influencers to promote their products. However, a new report by Stackla finds that what consumers most want to see from brands is the same real and relevant content they’re seeing and sharing on social…

Brand Building for a New Era: How Retailers Can Forge More Meaningful Consumer Connections
September 7, 2021 at 6:54 pm

Consumer expectations have become increasingly high, putting the pressure on retail and e-commerce brands to create more meaningful experiences. An abundance of choice makes it difficult to cut through the clutter — and maintain loyal customers. The path forward? Offering personal, functional and collective benefits that actively improve people’s lives and our broader society. Customers…

The Price of Fame: Tiffany Settles 8-Year Lawsuit With Costco Over Use of Company Name in Ring Displays
August 31, 2021 at 8:36 pm

What do the terms Taser, Escalator, and Aspirin have in common? They were once protected marks that have become generic. The term “Tiffany” likely has joined their ranks at least with regards to the name of a particular diamond ring setting. The Second Circuit Court of Appeals recently made clear that Tiffany’s 73 trademarks — many registered in connection with jewelry — will not protect it against others using “Tiffany” when that term has become commonly used to describe a particular six-prong diamond ring setting. Thus, anyone — even a discount retailer like Costco — can use it to describe that particular ring setting.

Retailers Must Bring Brand to the (Third) Party
July 26, 2021 at 1:10 pm

Retail has had it tough. As consumers, we may be emerging from the pandemic with pent-up demand and a clutch of savings ready to spend, but it’s come too late for many businesses. No one was too big to fail. From Francesca’s to Century 21, big names tumbled among the 128 national retailers to declare bankruptcy…

3 Ways to Define Your Brand Strategy
June 8, 2021 at 9:16 pm

The buzzword right now is agile — but without context it’s just a verb. Take a deep dive into why an agile brand strategy and consumer-focused tone of voice are essential to building and maintaining a brand for the future and discover how to find your niche to position your brand. Evolving your brand doesn’t…