Branding

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…

Brands Accelerated Their Purpose Amid COVID-19. How Long Will it Continue?
October 5, 2020 at 8:38 pm

In the early moments of the COVID-19 pandemic, the role of brands elevated nearly immediately. Some retail stores were deemed essential, and their employees became frontline workers seemingly overnight. Trusted brands also quickly moved to the forefront of the COVID-19 conversation. People, businesses and brands were given the opportunity to improve the greater good, or…

What Makes a Brand Meaningful?
August 27, 2020 at 6:00 pm

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…

3 Ways to Effectively Brand the Payment Experience
July 13, 2020 at 4:57 pm

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…

When Sex No Longer Sells: How Victoria’s Secret Can Rebuild its Brand
July 2, 2020 at 12:04 pm

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…

Thriving in the Retail Revolution: 4 Principles That Will Transform Your Brand Experience
May 4, 2020 at 6:50 pm

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,…

How to Prepare for the End of the ‘Product Era’
March 18, 2020 at 12:27 pm

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…

Can This Brand Be Saved?
February 13, 2020 at 10:21 am

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…

Why Going Cheap on Your Branding is a Big Mistake
January 29, 2020 at 2:45 pm

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…

Total Retail's Top 5 News Stories of 2019
December 23, 2019 at 12:38 pm

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.