http://www.interbranddesignforum.com Retail Brand Consultancy Fri, 20 Apr 2012 14:25:35 +0000 http://wordpress.org/?v=2.9 en hourly 1 http://www.interbranddesignforum.com/a-spark-of-life/ http://www.interbranddesignforum.com/a-spark-of-life/#comments Mon, 27 Feb 2012 15:09:48 +0000 Maureen Millard http://www.interbranddesignforum.com/?p=2849 Although rebuilding in Christchurch will take years, an opportunity to reclaim a sense of retail normalcy has resulted in a quaint and unexpected high-end outdoor mall built totally out of steel shipping containers and landscaped pathways known to locals as simply “The Container Mall.” This collection of retail stores is a vibrant and authentic collection of spaces. Typical city buildings and store fronts have been replaced with colorful, graphic one and two-story steel containers giving retailers such as 3 Wisemen, Cosmic and Mimco the opportunity to provide locals with a sense of celebration and positivity in an area otherwise surrounded by cranes, rubble and rebuilding. In addition to retail stores, The Container Mall boasts coffee cafés that are so much a part of the Kiwi culture. Rooftop decks give locals the opportunity to have a coffee and a bite to eat amidst the hustle and bustle below – a stark comparison to the completely desolate and uninhabited city only blocks away.]]> http://www.interbranddesignforum.com/a-spark-of-life/feed/ 0 http://www.interbranddesignforum.com/the-democratic-device/ http://www.interbranddesignforum.com/the-democratic-device/#comments Tue, 17 Jan 2012 19:09:36 +0000 Scott Jeffrey http://www.interbranddesignforum.com/?p=2828 This is an exciting week for us car junkies as the North American International Auto Show kicks off in Detroit. I love the dazzling array of concept cars, future technologies and the ability to see the entire offer of the industry, from the lowliest, cost-conscious commuter to the mind blowing, lotto dreaming, luxury exotics. From all accounts coming out of Detroit, this could be the year that the auto incorporates the app. Just what everyone needs, a 200 MPH smart phone. This new union makes me wonder if the future of the smart phone as we currently know it might be influenced by something the auto industry shares with many categories: the idea of luxury. I was at a recent client meeting and noticed that nearly every executive at the table placed their phones on the table in front of them during the meeting. Some would check an email on occasion, some took calls. But one thing was consistent—most of them were the iPhone 4. As it turns out, the CEO of the organization had the same phone as my 16 year-old son, the white iPhone 4. My best guess is that he didn't drive the same car as my kid, an orange Jeep Wrangler. I'd wager there to be something German and much more expensive in his space outside the building. Certainly, my kid and this CEO come from different planets when it comes to pay scale, the CEO can most likely afford anything he might choose. My kid gets an allowance, one I'm told that necessitates multiple weeks to save for a new XBox game, let alone a BMW 7 Series. But, they share the very same phone, as do many of us. So why isn't there a luxury player in the phone category? ]]> http://www.interbranddesignforum.com/the-democratic-device/feed/ 0 http://www.interbranddesignforum.com/retail-design-proves-crucial-to-brand-strength/ http://www.interbranddesignforum.com/retail-design-proves-crucial-to-brand-strength/#comments Tue, 08 Nov 2011 20:56:02 +0000 Scott Jeffrey http://www.interbranddesignforum.com/?p=2803 Everyone knows two things about designers. One, we can't spell. Two, complex math confounds the majority of us. As chief creative officer, no one trusts me with a calculator, so the massive amount of analysis behind the annual BGB report falls to others. But as I look at the league table, it's easy to see that design makes a considerable contribution to the brands that have risen to the top this year. To prove my point, look no further than number one on our list. Coke has an incredible assortment of visual assets. The shape of the bottle is recognized worldwide, and Coke leverages that shape to a spectacular degree. At my local grocery, a quick count produced no fewer than six physical executions of the bottle shape, in both glass and plastic, as well as two visual executions where the bottle shape was graphically depicted on the cans. There is the signature type, recognized globally whether it's in English or other languages and alphabets. There is the classic Coke swoosh, and even, arguably, the color. All of these assets and I haven't left the product yet! We need to count the polar bears, the Classic Santas and a newer 'tattoo' graphic the brand has used recently. When you have such a rich portfolio of visual brand assets to use as tools to communicate what you're about, getting to number one and staying there seems a whole lot easier. ]]> http://www.interbranddesignforum.com/retail-design-proves-crucial-to-brand-strength/feed/ 1 http://www.interbranddesignforum.com/shopper-sciences-want-a-stronger-brand-be-relevant-different-consistent/ http://www.interbranddesignforum.com/shopper-sciences-want-a-stronger-brand-be-relevant-different-consistent/#comments Tue, 08 Nov 2011 20:55:52 +0000 Rhonda Hiatt http://www.interbranddesignforum.com/?p=2813 must be managed as an asset and the customer experience must be continuously engaging. At Interbrand, we do not look at isolated measurements to see how well a brand is doing. Rather, we look through the holistic lens of brand value. It's a point of view that turns up a wealth of insight for business leaders. One of the measurements for Interbrand's brand value methodology is Brand Strength: how likely the brand is to secure future earnings by competing well in the marketplace — obviously an area of intense interest. There are actually ten aspects underlying a company's ability to generate value, and Brand Strength brings them together — people, products, positioning and partners. In this article, we're going to address the three components of Brand Strength that outwardly affect the shopper: Consistency, Differentiation and Relevance. Consistency is the degree to which a brand's promise is experienced without fail across all touchpoints. Differentiation is the extent to which the brand is perceived to be distinct from the competition. Relevance is the brand's fit with needs, desires and decision criteria across demographics and geographies. ]]> http://www.interbranddesignforum.com/shopper-sciences-want-a-stronger-brand-be-relevant-different-consistent/feed/ 0 http://www.interbranddesignforum.com/analytics-digital-innovations-boost-brand-drive-demand/ http://www.interbranddesignforum.com/analytics-digital-innovations-boost-brand-drive-demand/#comments Tue, 08 Nov 2011 20:54:17 +0000 Sean http://www.interbranddesignforum.com/?p=2810 2011 Best Global Brands table. Interbrand believes brand is an asset and like tangible corporate assets it can be valued. Its value is a combination of three measurements: Brand Strength (equity; the ability to secure future earnings by competing well in the marketplace); Role of Brand (how much the mark counts in the consumer's purchase decision); and Economic Earnings (no explanation required). However, if you've been watching Burberry's remarkable performance for the last couple years, you probably don't need a detailed analysis to see that Burberry rose in the league table by investing in and leveraging Role of Brand. The idea of Role of Brand is widely understood at a general level. The specifics of Role of Brand — how it is measured, how it is changed and how it is used in management — are less understood by brand watchers. ]]> http://www.interbranddesignforum.com/analytics-digital-innovations-boost-brand-drive-demand/feed/ 0 http://www.interbranddesignforum.com/2874/ http://www.interbranddesignforum.com/2874/#comments Fri, 21 Oct 2011 14:00:43 +0000 Beth Ling http://www.interbranddesignforum.com/?p=2874 http://www.interbranddesignforum.com/2874/feed/ 0 http://www.interbranddesignforum.com/retail-a-smart-game-plan/ http://www.interbranddesignforum.com/retail-a-smart-game-plan/#comments Thu, 29 Sep 2011 17:36:08 +0000 Scott Jeffrey http://www.interbranddesignforum.com/?p=2774 Ahhh, it's football season again. A bit of a chill in the air, the leaves around Southwestern Ohio on the verge of changing. Good football weather. While not everyone is a fan, football is a great analogy when looking at your brand through the lens of "team." Scoring against your competition isn't always as easy as it might seem to be. Sure the Tom Bradys of the world make it seem effortless, but a lot of planning, work and details go into making a game plan come to life. Your brand is no different. Let's take a single play. The coach evaluates the scenario and picks from a host of plays designed to move the ball down the field, be it a short gain or a big play. The play gets sent in by the players most capable of executing it for the best results. The quarterback huddles up and gives everyone the play to ensure the players all know the plan. They line up, and everyone does their job. They block who they are supposed to block, the receivers run the correct routes, the quarterback gets the protection he needs and makes a good throw. The receiver makes a spectacular catch and outruns the defense to score a quick six points. When everyone works as a team and does what they are supposed to do against a plan, it looks easy. I think some brands get this and unfortunately, some brands don't. ]]> http://www.interbranddesignforum.com/retail-a-smart-game-plan/feed/ 1 http://www.interbranddesignforum.com/shopper-sciences-the-omni-associate/ http://www.interbranddesignforum.com/shopper-sciences-the-omni-associate/#comments Thu, 29 Sep 2011 17:35:56 +0000 Kris Medford http://www.interbranddesignforum.com/?p=2767 http://www.interbranddesignforum.com/shopper-sciences-the-omni-associate/feed/ 0 http://www.interbranddesignforum.com/digital-so-you-think-you-can-dance/ http://www.interbranddesignforum.com/digital-so-you-think-you-can-dance/#comments Thu, 29 Sep 2011 17:35:47 +0000 Dave Nixon http://www.interbranddesignforum.com/?p=2760 The danger is that at any given time along this journey, shoppers can be lured away from your brand by the bright shiny objects put out there by competitors promising bigger discounts, more rewards or a better user experience. As we always say, the process of channel optimization starts with a good strategy. Time spent creating a great brand strategy will ensure each touchpoint is designed and implemented to do the best it possibly can to influence shoppers along this journey in a smooth and engaging way, reducing the power of your competitors to dissuade them.]]> http://www.interbranddesignforum.com/digital-so-you-think-you-can-dance/feed/ 0 http://www.interbranddesignforum.com/analytics-four-steps-to-assessing-and-optimizing-touchpoints/ http://www.interbranddesignforum.com/analytics-four-steps-to-assessing-and-optimizing-touchpoints/#comments Tue, 30 Aug 2011 15:46:54 +0000 Jay http://www.interbranddesignforum.com/?p=2748 Today's "store" is no longer a quaint building with neatly stocked shelves, it's a vast network of touchpoints that's complex and expensive to maintain. However, the one thing about retail that hasn't changed — indeed it seems to be timeless — is the need to get the right message to the right person at the right moment. A proven analytics process can help you do that. Three-dimensional Shopper Insights: The Cube Retail has always been a game of chess. But now its complexity makes it more like three-dimensional chess. Luckily, we have analytics, which have allowed us to design a tool to show us the appropriate insights for any touchpoint network: The Cube. Imagine a data table with three axes. One axis lists out all of your potential touchpoints. The second axis lists potential messages you may want to deliver. The third axis represents the fact that you need to repeat this exercise for all of your key target segments of customers. The content of the table shows which messages are most important to your customers and where they work best. The Cube is a brilliant way to use the shopper data you've collected. With it, you build a fact base of what your customers want to hear and where they want to hear it. It helps prioritize your opportunities and gives you a jump on what your touchpoint experiences should look and sound like.]]> http://www.interbranddesignforum.com/analytics-four-steps-to-assessing-and-optimizing-touchpoints/feed/ 1 http://www.interbranddesignforum.com/architecture-adapting-store-formats-avoiding-headaches-with-smart-planning/ http://www.interbranddesignforum.com/architecture-adapting-store-formats-avoiding-headaches-with-smart-planning/#comments Tue, 30 Aug 2011 15:46:42 +0000 Don Rethman http://www.interbranddesignforum.com/?p=2717 Subdivide and conquer If your organization is looking to subdivide a retail space that is too large for current operations, start with this list of questions to help you avoid common pitfalls: ]]> http://www.interbranddesignforum.com/architecture-adapting-store-formats-avoiding-headaches-with-smart-planning/feed/ 0 http://www.interbranddesignforum.com/retail-the-most-important-question-is-why-not/ http://www.interbranddesignforum.com/retail-the-most-important-question-is-why-not/#comments Tue, 30 Aug 2011 15:46:28 +0000 Scott Jeffrey http://www.interbranddesignforum.com/?p=2712 I recently saw a video of Tesco's experiment with virtual stores in the subway stations in Seoul, Korea. Busy Koreans can shop large format digital images of existing stores' shelves by using their smartphones to capture QR-coded products. The order is delivered when the shopper gets home, fulfilled by their local Tesco Homeplus. This won the local stores new customers and drove higher sales out of their existing properties. They didn't build a new store, they came up with their own rules about how their brand could behave and present itself. They asked: Why not? ]]> http://www.interbranddesignforum.com/retail-the-most-important-question-is-why-not/feed/ 0 http://www.interbranddesignforum.com/elevating-the-au-bon-pain-experience/ http://www.interbranddesignforum.com/elevating-the-au-bon-pain-experience/#comments Thu, 25 Aug 2011 18:11:12 +0000 Tom Kowalski http://www.interbranddesignforum.com/?p=2682 The new concept gives the brand credit for the things that it does really well. We’ve created destinations for core competencies and we’ve made it easier for customers to navigate the experience, inviting them to buy more. The new design is bright, welcoming and energized with color and comfort.Communication zones clarify the offer and enable customers to build their order with speed and convenience. The old pencil-and-paper sandwich ordering method is replaced with wireless devices. This new efficient system allows customers to maximize their dwell time in the space and explore the complete Au Bon Pain offering. New, deeper trays with handles enable customers to build their orders easily. ]]> http://www.interbranddesignforum.com/elevating-the-au-bon-pain-experience/feed/ 0 http://www.interbranddesignforum.com/evolving-the-store/ http://www.interbranddesignforum.com/evolving-the-store/#comments Mon, 22 Aug 2011 21:26:22 +0000 admin http://www.interbranddesignforum.com/?p=2477 http://www.interbranddesignforum.com/evolving-the-store/feed/ 0 http://www.interbranddesignforum.com/architectural-beauty-2/ http://www.interbranddesignforum.com/architectural-beauty-2/#comments Mon, 22 Aug 2011 21:25:39 +0000 admin http://www.interbranddesignforum.com/?p=2481 Romanticism, a Chinese women’s wear retailer, designed its Hangzhou flagship of netlike material inspired by woven fabric and the idea that clothing should be like a second skin. ]]> http://www.interbranddesignforum.com/architectural-beauty-2/feed/ 1 http://www.interbranddesignforum.com/dont-leave-town/ http://www.interbranddesignforum.com/dont-leave-town/#comments Mon, 22 Aug 2011 21:25:07 +0000 admin http://www.interbranddesignforum.com/?p=2464 Australia’s health and beauty chain, Aesop, believes unequivocally that good design can improve your life. The brand collaborates with designers and architects to create the stunning showcases for their specialty products with materials of local origin.]]> http://www.interbranddesignforum.com/dont-leave-town/feed/ 0 http://www.interbranddesignforum.com/are-these-pants-singing-to-me/ http://www.interbranddesignforum.com/are-these-pants-singing-to-me/#comments Mon, 22 Aug 2011 21:24:05 +0000 admin http://www.interbranddesignforum.com/?p=2483 http://www.interbranddesignforum.com/are-these-pants-singing-to-me/feed/ 0 http://www.interbranddesignforum.com/an-example-of-business-disruption-and-brand-extension/ http://www.interbranddesignforum.com/an-example-of-business-disruption-and-brand-extension/#comments Mon, 22 Aug 2011 21:22:40 +0000 admin http://www.interbranddesignforum.com/?p=2491 http://www.interbranddesignforum.com/an-example-of-business-disruption-and-brand-extension/feed/ 0 http://www.interbranddesignforum.com/a-living-museum/ http://www.interbranddesignforum.com/a-living-museum/#comments Mon, 22 Aug 2011 21:18:37 +0000 admin http://www.interbranddesignforum.com/?p=2559 The Quai Branly Museum in Paris, France features a hydroponic Vertical Garden System that allows both plants and buildings to live in harmony with one another.]]> http://www.interbranddesignforum.com/a-living-museum/feed/ 0 http://www.interbranddesignforum.com/top-10-countries-for-retail-expatriates/ http://www.interbranddesignforum.com/top-10-countries-for-retail-expatriates/#comments Mon, 22 Aug 2011 21:15:19 +0000 admin http://www.interbranddesignforum.com/?p=2504 http://www.interbranddesignforum.com/top-10-countries-for-retail-expatriates/feed/ 0 http://www.interbranddesignforum.com/anything-to-get-attention/ http://www.interbranddesignforum.com/anything-to-get-attention/#comments Mon, 22 Aug 2011 21:09:59 +0000 admin http://www.interbranddesignforum.com/?p=2506 Drugstores are tired and old and haven't changed in a lot of years]]> http://www.interbranddesignforum.com/anything-to-get-attention/feed/ 0 http://www.interbranddesignforum.com/vintage-to-set-influence/ http://www.interbranddesignforum.com/vintage-to-set-influence/#comments Mon, 22 Aug 2011 21:08:40 +0000 admin http://www.interbranddesignforum.com/?p=2510 An elegant new consignment marketplace in Tokyo encourages customers to recycle belongings they love but no longer need]]> http://www.interbranddesignforum.com/vintage-to-set-influence/feed/ 0 http://www.interbranddesignforum.com/banks-can-refuse-to-be-boring/ http://www.interbranddesignforum.com/banks-can-refuse-to-be-boring/#comments Mon, 22 Aug 2011 21:05:20 +0000 admin http://www.interbranddesignforum.com/?p=2512 If you bill yourself as “la banque d’un monde qui change” which means the bank for a changing world, your retail branches need to reflect that ethos]]> http://www.interbranddesignforum.com/banks-can-refuse-to-be-boring/feed/ 0 http://www.interbranddesignforum.com/no-retailer-is-an-island/ http://www.interbranddesignforum.com/no-retailer-is-an-island/#comments Mon, 22 Aug 2011 21:04:03 +0000 admin http://www.interbranddesignforum.com/?p=2516 While the U.S. is known for its generic architecture, the rest of the world is not so constrained. Innovative projects from around the world may inspire retailers at home to follow their lead.]]> http://www.interbranddesignforum.com/no-retailer-is-an-island/feed/ 0 http://www.interbranddesignforum.com/design-dynamism-in-singapore/ http://www.interbranddesignforum.com/design-dynamism-in-singapore/#comments Mon, 22 Aug 2011 21:02:37 +0000 admin http://www.interbranddesignforum.com/?p=2518 The ION Orchard in Singapore represents the best of the Asian design aesthetic]]> http://www.interbranddesignforum.com/design-dynamism-in-singapore/feed/ 0 http://www.interbranddesignforum.com/interbrand-design-forum-partners-with-jedl-wen/ http://www.interbranddesignforum.com/interbrand-design-forum-partners-with-jedl-wen/#comments Thu, 04 Aug 2011 16:55:44 +0000 Beth Ling http://www.interbranddesignforum.com/?p=2411 http://www.interbranddesignforum.com/interbrand-design-forum-partners-with-jedl-wen/feed/ 0 http://www.interbranddesignforum.com/strategy-beyond-cause-and-effect/ http://www.interbranddesignforum.com/strategy-beyond-cause-and-effect/#comments Thu, 28 Jul 2011 13:21:07 +0000 Rhonda Hiatt http://www.interbranddesignforum.com/?p=2395 http://www.interbranddesignforum.com/strategy-beyond-cause-and-effect/feed/ 0 http://www.interbranddesignforum.com/shopper-sciences-the-four-stages-of-shopping/ http://www.interbranddesignforum.com/shopper-sciences-the-four-stages-of-shopping/#comments Thu, 28 Jul 2011 13:12:32 +0000 Bill Chidley http://www.interbranddesignforum.com/?p=2378 As every researcher knows, shoppers can't always articulate why and how they do what they do. It's simply impossible for our subjects to "reverse engineer" their behavior, and if we were foolish enough to expect them to we'd end up with some pretty ridiculous solutions.]]> http://www.interbranddesignforum.com/shopper-sciences-the-four-stages-of-shopping/feed/ 0 http://www.interbranddesignforum.com/retail-shelf-talker/ http://www.interbranddesignforum.com/retail-shelf-talker/#comments Thu, 28 Jul 2011 13:11:42 +0000 Scott Jeffrey http://www.interbranddesignforum.com/?p=2373 http://www.interbranddesignforum.com/retail-shelf-talker/feed/ 0 http://www.interbranddesignforum.com/analytics-dont-kill-the-basket-builder/ http://www.interbranddesignforum.com/analytics-dont-kill-the-basket-builder/#comments Wed, 29 Jun 2011 14:38:31 +0000 Amanda Yates http://www.interbranddesignforum.com/?p=2289 To prevent the unintentional elimination of products that drive traffic, it's better to optimize SKUs. This means taking into account a product's brand performance: the power of the SKU to drive traffic to the channel. Do your customers expect you to carry an SKU, to the point where they willingly drive past your competitor to get it at your store? It's also important to understand whether an item drives traffic to a particular department or aisle, so it can be identified as a basket builder.That's what we mean by brand performance. ]]> http://www.interbranddesignforum.com/analytics-dont-kill-the-basket-builder/feed/ 0