The Branding Process: Is it Art or Science?
The answer is: it is both! It starts with a base of information, facts, and data; and then moves into the creative aspects of branding.
When you think of world-class Brands like Apple, Nike, and Starbucks; and in the retail world, Brands like Holt Renfrew, IKEA, and Selfridges, they are built on a solid base of research, analysis, and insights. But their sizzle comes from the creative execution of their Brand strategies.
The current Holt Renfrew shoe campaign is a brilliant example of Brand building. It does an incredible job of supporting the corporate Brand position, while at the same time it builds awareness, traffic, and sales for their new shoe department.
Visit the Bloor Street store and experience how well the campaign is supported with “WOW!” windows, in-department displays, and a collection of staff that are right out of central casting.
Retail Branding: you need to get your facts right but the excitement is in the creative aspects of the Brand.
