POSITIONING AT RETAIL - SOME LESSONS

More and more, it seems, those of us working to build brands in Fast Moving Consumer Goods look to popular retail brands with admiration - even sometimes with envy! We envy them having a place where target customers can be surrounded by the brand, can truly have an extended brand experience. And, invariably, when consumer goods brands look to evolve an existing brand positioning or develop a positioning for a new brand, you hear retail brands cited as models. What can we learn about positioning from some of these successful retail brands? This week Dispatches takes a look.


The DISPATCHESTM for March 2, 2008 can be found here:

POSITIONING AT RETAIL - SOME LESSONS

It is also available in PDF here:

PositioningAtRetail-SomeLessons.pdf (PDF File)