The retail landscape is plagued with generic communications and uncovering solutions to respond to customer's real-life needs and expectations. But innovative brands are re-thining their service channels, mastering the art of conversation and even taking polarising measures to give their values a stronger sense of originality.
From social media through to the in-store shelf, brands are defiantly being themselves to persuade customers to change their preconceptions.
Originally presented by Martin Reid, innovation researcher at GDR Creative Intelligence at the POPAI Spring Shopper Seminar on 21st April 2016.
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