Branding

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…

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…

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…

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…