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Steve Pollard
Project and Development Services
For retailers, perhaps the most beneficial multi-site project is also the hardest to understand: branding program management. It is challenging for retailers to plan and execute the several different components involved in branding ranging from initial research, to marketing the brand, to site installation of branding components, yet imperative that they “get it right.”
A solution is for retailers to employ a holistic process that considers all aspects—including final implementation at retail sites—from the very beginning. Too often organizations are indulgent in the effort put into developing a brand concept and look, then rush to apply it to their real estate in “slam dunk” fashion. Since this portfolio application typically consumes about 75 percent of a large multi-site retail re-branding budget, it should be addressed early in the process to drive maximum return on the branding investment and avoid costly missteps.
Some retailers have difficulty grasping the idea of a real estate firm managing a process that goes so far beyond real estate. But program management is really all about aligning all the internal and external professionals who impact the program’s success. Each expert can do his or her job better when there are clear lines of communication and decision-making. The result is usually a really phenomenal branding effort.
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This entry was posted
on Monday, May 23rd, 2011 at 9:49 pm and is filed under General comments, RECon 2011.
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Branding – not just store Buildout
Steve Pollard
Project and Development Services
For retailers, perhaps the most beneficial multi-site project is also the hardest to understand: branding program management. It is challenging for retailers to plan and execute the several different components involved in branding ranging from initial research, to marketing the brand, to site installation of branding components, yet imperative that they “get it right.”
A solution is for retailers to employ a holistic process that considers all aspects—including final implementation at retail sites—from the very beginning. Too often organizations are indulgent in the effort put into developing a brand concept and look, then rush to apply it to their real estate in “slam dunk” fashion. Since this portfolio application typically consumes about 75 percent of a large multi-site retail re-branding budget, it should be addressed early in the process to drive maximum return on the branding investment and avoid costly missteps.
Some retailers have difficulty grasping the idea of a real estate firm managing a process that goes so far beyond real estate. But program management is really all about aligning all the internal and external professionals who impact the program’s success. Each expert can do his or her job better when there are clear lines of communication and decision-making. The result is usually a really phenomenal branding effort.
This entry was posted on Monday, May 23rd, 2011 at 9:49 pm and is filed under General comments, RECon 2011. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.