Your brand is your business

The author discusses the relatively new concept of retail branding, with particular reference to the repositioning and subsequent success of Payless ShoeSource.

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...

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