Leveraging Your Brand

December 27, 2019
in
Retail Edge

With the holidays behind us and the Superbowl around the corner, it’s still a great time for beer, wine and spirits.

But as an “old school” marketer, I have a few problems with how many other retailers are now handling holiday shopping. Amazon has been a game changer, just like...

Brand Strategy Wrap up

September 5, 2019
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Retail Edge

Over the last few blogs we have covered various elements in formulating your brand strategy.  It is now time to bring it all together. We started the process by identifying the four key questions that you must answer:

 

  1. Who you are
  2. What you do
  3. How you are different
  4. What problems you solve for the
  5. ...

Brand Strategy

June 19, 2019
in
Retail Edge

In the last blog, we continued the discussion of formulating your brand strategy with a discussion of your brand personality. If you are an off-premise retailer, you sell brands. If you an on-premise retailer, you may sell brands or create your own. Either way, you need to understand how the...

Brand Personality

April 23, 2019
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Retail Edge

In the last blog, we continued the discussion of formulating your Brand Strategy with a discussion of your core values.

If you’re an off-premise retailer, you sell brands. If you’re an on-premise retailer you may sell brands or create your own. Either way, you need to understand how YOUR brand...

Brand Strategy: How to Position Your Brand

February 19, 2019
in
Retail Edge

In the last blog, we began the discussion of formulating your brand strategy with a discussion of YOUR customer. Your brand and how your best customers perceive you is your biggest asset and a major strength.

Sears was once the “place where America shopped”. It is a...

Brand Strategy

November 27, 2018
in
Retail Edge

In the last blog, overall Food Marketing strategy was covered. This planning process helps you answer the following questions:

  1. Who are you?
  2. What do you do?
  3. How are you different?
  4. Why are you better or what problems do you solve for the customer?

Once you answer these questions, you can begin the process...

Food & Beverage Marketing Strategy

September 11, 2018
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Retail Edge

In the last blog I discussed implementing change in the digital age. Things continue to change at a rapid pace. You need to stay ahead of the curve if you want to be successful. This all starts with developing a sales and marketing plan.

Whether you are new to the...

Implementing Change in the Digital Age

June 27, 2018
in
Retail Edge

In the last blog I discussed Leadership in the Digital Age. In my opinion, leadership is the most important rule of strategy and as such requires a deeper dive into each of the areas. The areas that were discussed are as follows:

 

  1. The future belongs to the fast.  
  2. Done is better
  3. ...

Leadership in the Digital Age

April 25, 2018
in
Retail Edge

In the last blog I discussed the importance of knowing your strengths and weaknesses as they relate to opportunities and threats. A big part of this process is not only knowing these things, but more importantly, being able to implement them. And this implementation always starts with leadership. This is...

The Element of Surprise

February 27, 2018
in
Retail Edge

As I write this, we are one week removed from the Super Bowl and unless you are a Patriots fan, the rest of us are basking in the glow of an improbable Philadelphia Eagles victory. If you didn’t follow the story, the Eagles were riding high in November when Carson...

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