Breaking the rules: That’s how many branding experts viewed Barnes & Noble‘s new, idiosyncratic approach to its store designs as it mounts a comeback and tries to fend off the likes of Amazon. “Unpredictable and dynamic” is how CEO James Daunt described the new approach in The New York Times; experimentation encourages different shopping experiences as each location strives to reflect its community.
Can, or should, this strategy be applied to consumer packaged goods competing for shelf space and mindshare? To answer this, we need to analyze the very nature of how consumers shop CPG.
Consistency
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