Category Design and Creativity

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?



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?



















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?



Did I Get Your Attention???

Cutting through the morass of brand messaging is an age-old problem.  One brand, Chase, has seized an opportunity to find new ways to activate their brand and their airline loyalty program – the handrails on escalators at airports

I like to think of these types of activations as ‘interrupters’ – ad firms, brands, service providers, and property owners (in this case, an airport) finding new ways to catch our attention (and monetize their assets).  This reminds me of when ads began appearing on the little separator bars on supermarket conveyor belts at the cash wraps – or Cheesecake Factory’s menus that are full of advertising.

It appears this new activation opportunity is the business model of a firm called AdrailUSA

What do you think?

  • Is this too much or it is a perfect blend of relevant (airline loyalty program activation at the airport) and timely execution?
  • Are we moving towards a world of omni-advertising that consumes every surface and experience a consumer has in obtrusive ways?
  • Or, is this an example of stated preferences (“I think there are too many ads”) being out of alignment with observed behavior (this type of activation driving conversion and actions)?