The struggle to present an authentic value system to consumers is fundamental now for all consumer-facing brands. But how can a big corporate brand like The North Face be authentic? Here’s a story about how they failed in a big way and how to think about next steps.
The recent acquisition of Sports Illustrated by Authentic Brands is a whole different way of using media and will impact how other brands act in the future. It is a sign of the challenges that retail is facing what is one possible, great solution.
Do consumers believe that mergers and acquisitions is good for them? A new study looks at this issue for the first time.
Teenagers do less risky things than they used to or that their parents did as teenagers. But they have a lot more anxiety and depression now. Brands can’t ignore this, it’s a key to how teens receive information, including marketing information.
Some of the brands that are hot right now are brands you will now. But a number of them will surprise you, especially the brand that’s the hottest in the world right now. What brands need to do to be hot now is different than they have ever had to do before.
Nordstrom is expanding the number of stores it has that provide services but don’t carry inventory. In a world where selling products is king, it may be the leading edge of a trend that will be important for retailers in the future.
Ramadan may be the best time for retailers and brands to reach U.S.-based Muslim consumers. Now is the time to invest in reaching Muslims in the U.S. to sell them consumer products.
We are used to measuring the success of retail by counting how many stores open and close. But now the way consumers buy things has turned that on its head. Stores need to do so much more than ever and watching the number of stores that open and close is a lot less important.
The beauty business is characterized by younger, independent companies that are leading the trends. Here are the latest crop of award winning beauty startups and what they’re focused on.
There’s one thing that influences consumer behavior that brands talk very little about: content. Content is critical for getting consumers to affiliate, identify and be willing to pay full price. Disregarding content causes products to sell for discount and become commodified. That has to...