Branding

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…

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…

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…

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…

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…

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, Amazon.com, 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 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…

Sears unveiled a new logo earlier this month on its social media channels, and it's generating mixed reviews from consumers. In addition to the logo, Sears debuted a new slogan as well: "making moments matter." The new slogan was featured in a video the company published on Facebook in late April. Sears said the new logo was…

In my last article, I discussed how the retail model which gave brands insight into their customers in the past has shifted. This has changed the demands placed on brands to show up in meaningful, personalized ways. The challenge presented was this: How can brands express themselves and message their products dynamically and continue to…

The North Face said this week that it will close its global headquarters and its 113 stores in the U.S. and Canada on Earth Day, April 22. The action is part of a campaign to make Earth Day an officially recognized holiday. The VF Corp.-owned brand said closing its doors on Earth Day will provide its employees ample opportunity…