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Real-World Retailing

If you're thinking about setting up shop or could use some guidance in running your store, this is the blog for you. A retail veteran who has worked with a vast range of products and services shares his wisdom as he advises clients on running their stores.

Mike Kraus

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Latest Comments in Real-World Retailing posts

The brand is the point, not the logo ...

Thanks for the kind words Robert.

The logo or identity (or marketing materials for that matter) should all be manifestations of the overall brand strategy and brand. Retailers, and any business, need to develop what they want to their brand to be (its essence, its personality traits, its promise to the customer, etc.) in order to determine what their logo looks like, what merchandise they offer, what their store experience is like, etc. Without a clearly defined brand, retailers won't be as successful as they could be.

By: Mike Kraus on 7/30/09 at 2:34 PM

Reader Question: How to Find A Branding Company

Comments from a graphic designer ...

Hi Mike, great post.

Let me tell you the perspective of someone who came from the graphic designer side of branding. There was a point when all I did was create a pretty logo and a website and voilà, a brand! That was until clients started asking how that brand could actually be worth the value that I was asking. And you know what, they have a point. If a logo is just a logo and not a visual representation of the company's values, essence, personality and promise, then it actually has little value and not worth much. On the other hand, if the logo is a result of all that above, it is very effective in representing the company and builds significant value.

I would also like to add that a brand should also reflect the company's differentiator. If your brand does not represent how you are different than your competitors, then it is not effective enough.

Again, great post.

Robert Scozzari | www.CloverRoad.ca
Stand out from your competitors. Stand out to your prospects.

By: Robert Scozzari on 7/28/09 at 12:33 PM

Reader Question: How to Find A Branding Company

PowerPlate is an expensive gimmick ...

Sounds like a lot of hype:
http://blogcritics.org/scitech/article/the-healthy-skeptic-madonna-and-the/ ...

By: diego on 7/1/09 at 12:03 PM

Pop-Up Stores and Spaces Continue To Rollout

Tom Thumb ...

Tom Thumb is great at customer service. Some people say their prices are a bit higher, but I always know that they are there to answer any questions and always put the customer first. They quit carrying an item that I liked, so I talked with the manager. I didn't get an "I'm sorry" speech...instead he ordered the product I wanted and promised to keep it on the shelves. Now, that's customer service and a way to win a loyal customer over for good.
...

By: Kim Shuford on 6/30/09 at 5:57 PM

Big Brand Retailers Embrace New Customer-Centric Strategy

Expect more ...

Too often, we expect less than what we deserve when it comes to retail. That's what makes a great customer experience so special - because it rarely happens. And that's what separates great retailers from the pack - they understand that hiring the right employees can make all the difference in a store experience.

By: Mike Kraus on 6/9/09 at 8:40 AM

You Lost Me When You Didn't Say Hello