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…

Pearle Vision's Shift From Promotions to Quality Care Brand Messaging
July 8, 2019 at 11:07 am

In episode 203 of Total Retail Talks, Executive Editor Joe Keenan interviews Doug Zarkin, vice president and chief marketing officer at Pearle Vision, a leader in the optical retail category that provides exam and eyewear retail products. Listen in as they discuss Pearle Vision's pivot from being a promotional-driven business to one focused on touting…

19 Branding Lessons From 5 Top Retailers
June 18, 2019 at 12:36 pm

The top five retailers in the U.S. recorded nearly $230 billion in revenue last year ($228.4 billion to be exact). They must be doing something right. Walmart,, Costco, Walgreens, and Home Depot have each built strong brand identities, and all benefit from powerful household recognition and brand equity. As I wrote previously: A brand is the sum…

The Common Misstep That Could Be Costing Retailers $10M Annually
June 14, 2019 at 10:10 am

The value of a strong brand is undisputed among consumer-facing businesses. The runaway success of high-growth businesses such as Away, Glossier or the recently acquired Harry’s clearly demonstrates the positive bottom line impact, but they're by no means unique. As a consequence, consumer-focused brands invest billions every year to win over and retain customers. Often informed…