brand content

Brand Content – Express Meaning

There has been much written about the need to create legitimate, powerful and engaging brand content. Finding and expressing meaning, meanwhile, is not so easy to do. Some brands hire "intelligent" consultants and agencies to craft clever advertising messages, write great blog posts and create enticing window displays. Marketers just love to get clever. But,…

Retail is Detail, especially with Digitail (digital in retail)

The expression, "Retail is Detail" has long existed.  As digital becomes integrated into the retail experience, what is being termed as "digitail," the notion of detail in digitail takes on a whole other scope and, potentially, level of importance.   We (and consumers in general) have come to decode certain messages from the way product is…

Digital in the retail space – Friend or Foe? Alexander McQueen flagship showcase

I made a presentation on behalf of Golden Eyes (CRM specialist services) at the Institute for French Merchandising (IFM) this week.  The presentation was entitled (in French): Digital in the Retail Space - Friend or Foe?  During the presentation I spoke about a few recent cases of how digital has been used in stores in London…

This Store is a Story: Living lessons for brand marketers

For all the talk of storytelling, we don't often hear much about store-ytelling. On 10th avenue and 19th street in Manhattan, in West Chelsea, you ought to experience Story!  It's a truly innovative retail concept (thanks @MarkHurst for showing to me).  Story is a store that is devised as a living story.  With a temporary…