Your brand is your business
The art and science of creating a successful retail brand
John HaughPayless ShoeSource, Inc
Get a group of business people in a room and the subject of brand always comes up. What does our brand stand for? Do consumers understand our brand? How can we make our brand more powerful in the market?
Building a brand is a blend of art and science. Art is the platform that lets everybody in the organization comment from a position of firsthand knowledge, because all employees should be brand users, and therefore, are qualified to comment...