Stewardship of the egg

Lempert, Phil
July 2006
Progressive Grocer;7/1/2006, Vol. 85 Issue 10, p22
Trade Publication
The author offers suggestions on how retailers can retain shoppers' loyalty to and trust in their brands. He suggests that retailers should think their brand as an egg to be able understand the dynamics of a shopper's relationship with their brands. It is a prime responsibility of brand marketers to take ownership and be the caretaker of the brands.


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