Building powerful brands in retail media: Bridging fame, availability, recognition and value

Margaux Logan

Understanding how to implement brand-building practices into digital commerce.

Picture the following scenario: a small, nimble company enters the market with a splash. It sees high engagement and views on its TikTok Shop, influencer content on Amazon, and high sales for the first six months of business. But after that initial period of success, the company fades into anonymity. Sound familiar?

Online virality can be briefly very effective for small e-commerce businesses. But it’s not always sustainable. Big, well-known, blue-chip brands are blue-chip for a reason: they prioritize the basics. Only when companies have a solid foundation, can they safely experiment. This commitment to fundamentals is essential to brand...

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