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Is Your Brand Delivering Uniqueness?

For passionate runners, New Balance makes some of the best, ergonomically designed performance footwear in the world. However their distribution channels and retailers are the same as all other running shoe/performance brands.

However, in their flagship NYC door, they chose to forsake retail productivity in their very expensive real estate, and instead invest in a true brand statement.

This shopper experience is all about customization and interactive theater… New Balance loyalists can come into the store and work with the sales associates to craft custom made product exactly to their specifications… and they will be the only ones to have that combination.

Custom product is not new I. sporting goods, but the way that New Balance has invested in this shopper experience ‘factory’ is a step change.

Is your brand developing in-store theater and interactivity? How are you creating brand uniqueness and loyalty?

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How Seasonal is your Shopper Experience?

No doubt shopper expectations are evolving like at no other time in our history… there is an interesting piece on #huffingtonpost about this…

‘See and Hear’ Brand Engagement

This got me thinking about how retailers and consumer brands seize these trends to be more engaging and authentic in the retail environment.

Starbucks does an excellent job of seasonal, emotional, environmental resets. As we move into fall, #starbucks has switched to warm colors and relevant messaging…

How important is aligning the in-store experience with the seasons of the year? How can this drive brand affinity and connectivity?

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360 Brand Positioning?

Converse aligned brand strategy and positioning (Uniquely Authentic, American, Classic) in their vertical flagship in SoHo New York.

Great execution to align and reinforce the brand. Chucks are ubiquitous in culture. This was part of 360 campaign… in store, social, trade, print, etc.

What other brands do a great job of celebrating 360 brand positioning alignment in visual merchandising at retail and other vehicles?

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Shopper Connection/navigation: Neuro

Interesting in store execution in a crowded supplement beverage/cpg space.

The Neuro line could be confusing so the brand created funny positioning (make shoppers smarter) and clear navigation (colors and ‘reason for being’ benefits for each sku

How important is sku navigation at retail?

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