David Lemley and Robert Raible Address The National Retail Federation: In-store Branding for The Experience Economy
Addressing the NRF at their Big Show in Manhattan in the middle of January was a hoot. I am always amazed at the sheer number of people in our industry. My day was rushed as I was at Nike until the last red-eye from Portland could get me to JFK.
Got in with just enough time for a bath and a frosty walk before connecting with my co-conspirator (and co-presenter) Mr. Raible. We had about an hour to cross reference before hitting the podium on the main stage in the Design Studio.
It was an awesome experience watching Robert almost fall off the stage while climbing onto a chair (his makeshift soap box). Amazingly, he kept his cool, adjusted the chair and proceeded to go on a tirade (about how whacked out retail folks can get) that might make Eminem proud.
Here is the excerpt from the brochure.
In-store branding for The Experience Economy, Jan 15, 2007
Presenters: David Lemley and Robert Raible
National Retail Federation: Retail’s BIG Show.
New York City, USA.
Jacob K. Javits Convention Center: January 13-16, 2008.
“Hyper-choice spawned the experience economy. Billions of undifferentiated shopping experiences are numbing the souls of multiple generations. As a result consumers are ignoring all but the most authentic, original and personal of brand experiences. This seminar will explore ways to wake up your brand by making the in-store experience a shop-able, passionate and authentic brand driver to capitalize on your efforts to connect your goods with the lives and needs of consumers in a way that creates true believers.”
My impression of the show itself: Frankly, I was disappointed to see that the overwhelming majority of exhibitors were focused on IT as the most important form of customer experience. Check out the Brandtail published immediately following the show.