DW's Blog
Are Your Marketing Activities Integrated Into Your Brand Experience?
by DW Green — March 11, 2014
There’s an outstanding independent retailer in the Midwest. They are superb operators. They opened two new stores and a new retail support center in 2012 and acquired three additional locations last year. They’ve added a store loyalty program, hired dieticians to their staff, developed gasoline partnerships and continue to expand their private label product portfolio.
Their commitment of time, management and resources is remarkable. And their growth is impressive. So what is missing from this success story? Often times as companies grow, add stores and new product and service offerings they neglect to integrate those offerings in a cohesive, holistic manner that enhance and embrace the overall store brand. It’s like adding a freestanding GPS unit to the dashboard of your car. The standalone unit gets the job done, but it pales in comparison to a system tailored to your car. A well-designed system is a pleasure to use and often disappears from notice entirely, as it seamlessly integrates with the car’s driving experience.
It can be a worthwhile project to get an outside perspective on the interconnectedness of your brand activities. A brand is more powerful and more difficult to compete against when the activities are tightly linked and carefully integrated.
Contact DW Green Company for a free brand assessment today.
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