Lemley President Tapped as Brand Strategy Expert for POP Online Insights
Online retail marketing network, pop.net, has tapped David Lemley as the site’s first retail brand strategy expert for its Insights section. Lemley’s recent brand strategy article, Authenticating the Brand: A Miracle Far Beyond the Capacity of an Ad Campaign, has been republished in the newly launched Insights section, with permission. It was first published in Lemley Design’s newsletter, BrandTail.
David Lemley’s expertise, and that of his consultancy, Lemley Design Company, has been tapped by POP Online to cover trends and insights pertaining to brand strategy and package design with a particular emphasis on retail brands.
In the article, Lemley asks the question, “A formula for Authenticity: Think Different in the Third Place?” and then offers a reply, “ I know, I know, one more catchy insight about Starbucks and Apple is enough to make you hurl coffee onto your iPhone. But I cannot help myself, because there is a formula: Authenticity. The reason brands like Apple and Starbucks have established loyal followers is that they are who they say they are. You experience what they say you will experience. Everything else, from in-store merchandising and signing, to R&D, to HR, to advertising, exists to help authenticate the experience.”
Lemley then goes on to share examples of inauthentic advertising that breaks down at the point of sale.
To read the entire article, and to read future posts on brand strategy by David Lemley, visit popon.net.