Brands have always played a dominant role in the consumer marketplace. Merchandisers are constantly striving to build emotional connections with consumers through compelling brand identities. The task today is more challenging than ever, given the dominance of social media and that e-commerce behemoth, Amazon.com. On this episode, we talk with Deb Gabor, chief executive officer of Sol Marketing, a specialist in brand identification, marketing and maintenance. She reveals the secrets behind cementing a relationship with the consumer, and tells how brand dynamics are changing in the age of the internet. The key, she says, lies in the creation of “irrational loyalty” on the part of the buyer. But does that relationship last forever? Do even the most powerful brands have a lifespan? Hosted by Bob Bowman, Managing Editor of SupplyChainBrain.
Look for a new episode of the podcast, which can be downloaded or streamed, every Friday on the SupplyChainBrain website and iTunes.
Deb Gabor’s book on effective brand positioning.
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