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Owning the outdoors – How REI’s brand was redefined by closing on Black Friday

Owning the outdoors – How REI’s brand was redefined by closing on Black Friday

REI’s decision to close on Black Friday this year was a revolutionary and actually anti-retail idea – don’t go shopping the day after Thanksgiving on Black Friday: go outdoors, do something with your friends and family. This move was so dramatic the CEO wasn’t quite…

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Ask a 10-year-old what your brand is about

Ask a 10-year-old what your brand is about

I was driving my 10 year old son to school one day when he piped up and said that MacDonalds was a company that sold crappy food that made people unhealthy. I asked him why. He said that’s what everyone at school says—his friends, teachers, everybody. You…

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You will do well to expand your horizons

You will do well to expand your horizons

This phrase came from a fortune cookie. A simple statement that says a lot about how we view our world, our work and our goals. Operating from what we already know is common. Brands big and small do more of the same to get more of…

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Customers’ values: the new branding tool

Customers’ values: the new branding tool

You may be paying more but look at all these cool things Whole Foods is supporting! You get the feeling that the extra amount you may be spending is going to something worthy and good, something that you may be connected to or are committed to and is a part of your local community.

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Redefining the Retail Experience

Redefining the Retail Experience

This shopping season I spent time in various insane store environments. It amazed me how some places are just piles of goods, inventory that must move. But when you think about it, these stores are the ones that can’t depend on you coming in to buythat…

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Berlin Wall: Now the Center of Shopping

Berlin Wall: Now the Center of Shopping

    Branding Retail Experience in the City Center Berlin recently opened the Mall of Berlin. It’s virtually in the center of Berlin on the site of what was an enormous department store formerly owned by a leading Jewish retailer who was forced to sell…

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Consumers and the Changing Face of Retail

Consumers and the Changing Face of Retail

Walking into the local coffee house can’t be duplicated online. The desire to experience smells, sounds and the human interaction of a physical place— the desire of customers to “be some place” —is more visceral than the act of acquiring something needed.

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Breaking Bad: A real brand story about a pretend Albuquerque

Breaking Bad: A real brand story about a pretend Albuquerque

Folks want the tangible experience of place combined with their emotional connection to the show brought to life for them.

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A curious case of place branding: How a savvy entrepreneur helped give San Francisco its name

A curious case of place branding: How a savvy entrepreneur helped give San Francisco its name

When it comes to naming, keep it simple. And, it really pays off to build on what people already know and remember. Just make the most of it.

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College brands – What’s in a name? Everything

College brands – What’s in a name? Everything

Would you rather go to Contra Costa Community College or Contra Costa College? How about Vista Community College or Berkeley City College? Building a brand derives from understanding how names are perceived and what meaning is attached to them. And over time, this changes for…

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