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.
Read the rest of this report here at Consumer Goods Technology.
