Brand consistency: Get ahead, get in-store
Jeff Swearingen Frito-Lay
Building a competitive advantage starts in the store, but you need to sync brand marketing with customer activity and build a symbiotic relationship with retailers
I have two boys, ages eight and six. It would be easier to balance the Federal Budget than to get them to brush their teeth for longer than six seconds. One brand understood that. The message for its line of electric toothbrushes was: 'Your kids will brush 30% longer, starting tonight.' It cut through thousands of messages in a typical shopping trip to create immediate...