Retailers face a complex brand marketing challenge: Not only do they have to tell their own branding stories to increasingly digitally driven customers, but they need to promote their vendors’ branding stories as well.
Deb Hannah, VP marketing of the 370-plus-store Shoe Carnival chain and CGT/RIS Executive Council member, presented solutions to this often-conflicting marketing challenge in her “Brand Storytelling: Creating a Content-Centric Marketing Strategy” session at the Consumer Goods Sales & Marketing Summit last week.
I have been writing about consumer electronics for four decades, including news, reviews, analysis and history for a wide variety of consumer, niche and trade outlets. For the Consumer Technology Association (CTA), I annually update the industry's history and write the official biographies of the CTA Hall of Fame inductees. Aside from writing about consumer technology for a variety of consumer, tech and trade publications, I write a blog and do market research for Digital Technology Consulting. In the non-tech world, I have written "Bums No More: The Championship Season of the 1955 Brooklyn Dodgers" and "The Rules of Neighborhood Poker According to Hoyle." Check out my work at www.stewartwolpin.com.