Retailization - unsqueezing the squeeze

Keith Lincoln

Most brands are facing difficult market conditions as a result of growing competition, fragmentation in the market and media, and the increasing information and options available to consumers.

Retailization - unsqueezing the Squeeze

Keith Lincoln

Imagine a mountain of brands, a very big mountain of brands: a mountain so heavy and so dense, everything in it has been squeezed. Squeezed physically to a point where the individual brands have lost their form and identity. And right in the middle of this heap is your brand.

This is the reality for the majority of brands today. They are part of that squeezed mountain. They are fighting for their very survival. They are fighting for their identity. They are fighting for their sales. Managing a brand these days is an...

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