Laura helped build some of the most successful brands on the planet. Brands that you have in your cupboards right now. She worked for one of the world’s largest consumer packaged goods companies.
In the constant pursuit of increasingly unrealistic targets, the need to shift excess inventory and lack of customer understanding, retail leadership teams are too focused on quick wins such as heavy discounting to achieve short-term results, not realizing the long-term damage they are creating to their brands.
Studies about brand behavior have become increasingly popular as companies seek out ways to compete in the modern marketing ecosystem.
Brands are doubling down on customer experience and with good reason. Shopping is becoming more personal and engaging, there is increased importance being placed on building relationships and providing surprise and delight that goes beyond the transaction.
Since the inception of the concept of brand, identification has been integral to its role for business.
