Is Perception Latin for Reality?
Are discount stores finally realizing that they can’t be something they’re not? Attention retailers: just be yourselves (’cause if you don’t, customers will see right through you). And, by the way, you cannot be everything to everybody. Case in point: First there was Kmart. Then came Wal-Mart. Then came Target. Then the fun started. Kmart tried to be like Wal-Mart. Mistake. Kmart filed for bankruptcy. Then Wal-Mart wanted to be like Target. Mistake. Wal-Mart realized it, and fired its marketing guru and ad agency. Wal-Mart is for low-price shoppers. Target is for shoppers with a little less concern about price and more concern about style. Kmart, you can’t fall somewhere in between. In the Experience Economy, retailers will not be successful mimicking a concept. They have to seize the opportunity to create their own unique personalities. To be themselves.
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Retail branding consultancy, Lemley Design, sweeps first annual Graphic Design: USA’s InStore Design Competition. With five awards, Lemley Design topped all other submitting firms for winning entries. The award winners were featured in the March 2007 issue of Graphic Design: USA, the country’s leading monthly trade magazine for the graphic design industry and read by over 100,000 design professionals and clients.
“We are humbled to receive recognition from such an esteemed publication,” states David Lemley, President and Chief Brand Strategist for Lemley Design. “Our firm’s primary focus is to create a design strategy that integrates the brand voice in every aspect of the design process.” He explains, “The design industry is no longer about creating esthetically pleasing or killer design, it’s about defining and communicating the brand within the elements of design.”
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This is an excerpt from an article I wrote for Marketingprofs.com
“How companies deal with negative experiences is just as important as creating positive experiences.In light of the recent pet food poisoning scare, several companies have taken the lead in reassuring pet owners that they are being proactive in responding to their concerns. Brands like Eukanuba, Iams and retailers such as PETCO and PetSmart, have endeavored to be proactive in addressing the crisis by pulling product, providing notice information and updating their websites with information about the recall. Reacting immediately and proactively is not an option. It’s the right thing to do from both a humane perspective and from a brand sustainability perspective.”
Read the whole article at Marketingprofs.com.
