Catalog Branding: Everyone As Well As Everything

Scott Davis, in his book Brand Asset Management, views employee involvement as the most important element of managing your brand. Everyone must take part for branding to succeed.

Don’t forget that “everyone” includes you. Have you read your customer letters or e-mails recently? Have you taken customer-care calls yourself lately? Have you shopped from any of your competitors recently and compared the experience against the experience your company offers?

If you haven’t already, you should. No one person at a company should be the “keeper of the brand.” It is not enough for marketers and merchants to delegate branding and then retreat from the front lines. If you want to continue to build and bolster your brand, you must have current, first-hand knowledge of how customers — and those who are not yet or are no longer customers — view every aspect of the shopping experience.

Partner Content

Hincapie Sportswear Finds Omnichannel Success in the Cloud - Netsuite
For more and more companies, a cloud-based unified data solution is the way to make this happen. Custom cycling apparel maker Hincapie Sportswear has leveraged this capability to gain greater visibility into revenue streams, turning opportunities into sales more quickly while gaining overall operating efficiency. Download this ecommerce special report from Multichannel Merchant to more.
The Gift of Wow: Preparing your store for the holiday season - Netsuite
Being prepared for the holiday rush used to mean stocking shelves and making sure your associates were ready for the long hours. But the digital revolution has changed everything, most importantly, customer expectations. Retailers with a physical store presence should be asking themselves—what am I doing to wow the customer?
3 Critical Components to Achieving the Perfect Order - NetSuite
Explore the 3 critical components to delivering the perfect order.
Streamlining Unified Commerce Complexity - NetSuite
Explore how consolidating multiple systems through a cloud-based commerce platform provides a seamless experience for both you, and your customer.