Brand Stars

AW360 sits down with brand and retail consultancy FITCH’s strategy director Michelle Fenstermaker on viewing retail as an activity, not just a place, how to exploit the sweet spot between the physical and digital, and create a roadmap for the future of legacy retail.

To build and sustain long term growth, it’s vital that companies develop a unique brand strategy that’s grounded in target customer’s current and future needs.

What is a brand’s story? It’s the culmination of all the elements that went into making it what it is presently, and also the storyline along which its future is to be written.

Let’s face it, we’re marketers marketing to marketers. We have to get past the muscle memory of talking about ourselves. Being a brand champion and sharing your mission with passion and truth isn’t enough anymore. The game has changed.

The only way to know which programs are working (and which are not) is through continuous measurement and optimization.

Recent research, undertaken by us, has discovered that 80% of UK Sports Fans prefer to spend their money on experiences, rather than material possessions.

Psychology plays a critical role in marketing and design. After all, design influences consumer behavior. There are powerful psychology principles in play behind successful product design.