Live at FirstLook 2005: Staying True to your Brand

New York–“Don’t confuse your logo with your brand,” Tom Burke, senior vice president, marketing and e-commerce for Discovery Channel Stores, said during a Thursday roundtable discussion at’s FirstLook 2005. “Marketers at times get too wrapped up in their logos, and it can ruin the direction of the brand.”

Want to quickly know if you’re staying true to your brand? The next time you’re studying customer behavior, try a comparison shopping study. Cover up your logo and see if your customer can identify your brand. If you’re communicating your message properly, Burke said, customers should have no problem.

Partner Content

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.
Strategies for Maximizing Mobile Point-of-Sale Technology - NetSuite
Learn the top five innovative ways to utilize your mobile POS technology to drive customer engagement, increase sales and elevate your brand.