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Larry Light, Author at Branding Strategy Insider

Building Immersive Brand Experiences

Prior to the pandemic, Starbucks’ founder, Howard Schultz, stated that the way forward for brands is making your branded space an “experiential destination.” At that time, Starbucks’ CEO, Kevin Johnson said, “To survive, merchants need to create unique and immersive in-store experiences.” Covid-19 changed things for Starbucks as the company post-pandemic focuses more on drive thru and digital rather than the original experiential third place.

How Market Segmentation Leads To Competitive Advantage

Walgreen’s’ CFO told The Wall Street Journal that the pharmacy’s almost two-year focus on Covid-19 was at the expense of its established customer base. While selling hand sanitizer rubbing alcohol, masks and dispensing vaccinations, Walgreen’s lost relevance with its core customers’ other needs. Walgreens’ is clearly unhappy about this situation. Now that the urgency of coronavirus has abated, Walgreen’s is planning a marketing surge to regain its lost customers and convert vaccination-only people into “permanent”...

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