Branding

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…

How Retailers Can Succeed and Help the World in the Age of Sustainability
April 27, 2021 at 6:41 pm

Various studies show there's an undoubtable uptrend around sustainable consumer products. What’s new is that increasing consumer demand is going beyond targeting only special interest categories, such as apparel or natural foods. Sustainable and responsible products are becoming the new norm. What happened? Retailers and brand managers can remember the circumstance as if it was…

Learn From the Best: Which Retailers Weathered the Storm, and Why
April 1, 2021 at 5:01 pm

Retailers, and brands in general, have had to weather several storms in the past year. And on a personal level, every one of us has had to face a revolution in our day-to-day life. Adapting to this new way of living has impacted how consumers feel and think about brands in a deep and fundamental…

Evolving Your Brand’s Perception: Experience is Reality
October 28, 2020 at 2:13 pm

There has never been a more important time for a retailer than the present. Consumer spend has shifted to focus on essentials, and to follow, most retailers are dramatically revamping their strategic approach. To stay relevant, it’s paramount that retailers evolve their brand perception to survive Q4 and beyond. The brand isn't the logo over…