Branding
The buzzword right now is agile โ but without context itโs 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 doesnโtโฆ
Various studies show there's an undoubtable uptrend around sustainable consumer products. Whatโs 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 wasโฆ
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 fundamentalโฆ
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, itโs paramount that retailers evolve their brand perception to survive Q4 and beyond. The brand isn't the logo overโฆ
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, orโฆ
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 asโฆ
Talk to any branding consultant, and theyโll frequently mention โconsistency.โ 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 logoโฆ
The old way of using to sex to sell products has been โbuy this toothpaste for a whiter, sexier smileโ or โbuy this sports car to feel sexyโ or โbuy this shampoo for shiny hair that will make you sexy.โ Victoriaโs Secret has been using sexy images to sell its lingerie for years, and itโฆ
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,โฆ
It wonโt 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 servicesโฆ