Branding & Retail - Branding Strategy Insider

4 Strategies For Building Brands With Scarcity

January 18, 20235 min

Lists of bestselling items, from books to cosmetics to music, have a strong influence on us because they signal popularity. When in doubt about what to buy, you will more than likely be drawn to the item that is mentioned to be a bestseller. This distinction helps us slip into the mindless decision-making mode because while bestsellers aren’t always scarce, they do communicate high demand and high sales and prove an effective strategy.

by Jonah Berger

Branding & Retail

Motivating Buyers With Reversible Offers

June 9, 20222 min

Returns are a big issue for retailers. Consumers return more than a quarter of a trillion dollars in merchandise annually, and less than half of those goods can be resold at full price. In addition to creating problems for inventory management, retailers have to figure out how to restock the sellable goods and triage damaged ones to a string of liquidators and wholesalers.

by Joel Bines

Branding & Retail

Building Brands On Category Expertise

March 4, 20226 min

It was uncanny. Every time I needed some obscure type of screw, switch, or hinge, the team at my hometown hardware store—Elliott’s—knew exactly what I needed and where in the store’s many aisles of fasteners to find it.

by Barbara Kahn

Branding & Retail

Strategy For A New Era In Retail

May 5, 20213 min

How did Amazon become the retailer of choice for a large portion of the US population? How did Walmart beat out other grocers in the late 1990s to become the leader in food retailing? How did Warby Parker make a dent in the once-untouchable Luxottica’s lucrative eyewear business? How did Sephora draw customers away from once-dominant department stores to become the go-to retailer for beauty products?

by Chris Wren

Branding & Retail

Why The Future Of Retail Requires Imagination

August 12, 20194 min

We’ve written about experiences being the latest frontier in retail: How brand activations through pop-ups like the Taco Bell hotel in Palm Springs or the Cheeto’s gourmet restaurant in New York offer memorable ways to extend the brand story; How Instagram-friendly destinations like the Museum of Ice Cream offer unique opportunities for brand partnerships; How China’s virtual showrooms bring back memories of childhood.

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