PiNG! Connecting with Your Consumer - Flipbook - Page 58
PiNG!
PiNG!
CHAPTER 2
CHAPTER 2
Brand Strategy vs. Retailer’s Strategy
Minimize Distance from
Conference Room
to Retail Shelf
Design a flexible brand architecture. In developing strategic architectures,
many brands often lose sight of what their
brand will eventually look like on the shelf.
Retailers shelve products any way they want.
And that can mean all of the great strategic
thinking that went into building your brand
architecture could fall apart in the retail environment. It is important to create a brand architecture that works well no matter how the
retailer arranges it.
Does your brand
retain its power
however the retailer
shelves it?
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