Beat the brand squeeze

Lincoln, Keith
June 2006
Brand Strategy;Jun2006, Issue 203, p30
Trade Publication
The article discusses how brands can stay afloat under the attack from retailers, consumer attitude and the changing role of the media. Consumers have changed into shoppers, they are no longer the easily controllable customers who used to passively listens to mass communication. It is important to the brands to address the source of retail power. Brands must start to think of retail proactively to make cooperation a reality.


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