read what mckinsey, the big player in the consultancy industry has to say about branding for retailers. read an excerpt from their website:
“Marketers rely too much on intuition. The key to building brands more scientifically is to combine a forward-looking market segmentation with a better understanding of customers and a brand’s identity.”
make up your mind about their perspective ;-) and read the full article >>> The McKinsey Quarterly: Better branding
