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.

13 Branding Lessons From 4 E-Commerce Giants
September 18, 2019 at 1:10 pm

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…

Telling the Same Story is a Key Differentiator for Your Brand
September 16, 2019 at 12:07 pm

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…

Retailers Discuss Brand Marketing Strategies at eTail East
August 23, 2019 at 12:14 pm

In a panel discussion at eTail East in Boston this week, a panel of retail executives discussed how their companies are creating authentic brand experiences for their customers. John Lacy, co-CEO, Burton; Sherill Kaplan, head of marketing, Zipcar; Catherine Lewenberg, vice president, digital and omnichannel, CVS Health; and Joe Megibow, CEO, Purple, detailed how consistent…

The Story Behind L.L.Bean's Brand Revitalization
August 22, 2019 at 11:52 am

L.L.Bean is an iconic 100-plus year-old retail brand. With that comes inherent benefits, including strong brand awareness and consumer trust. However, that legacy also comes with its challenges. Namely, keeping a 107-year-old brand relevant is a dynamic challenge. Consumer behavior is shifting and brands must be able to keep up with those changes, whether it's…