Brand marketers can feel like fish out of water in Retail. I came from the Packaged Goods world and I can attest very well to this feeling. Positioning a Brand whose “product” is based upon people, experience and price is very different than Gatorade where I cut my teeth. When I first got to Best Buy, I was often told after what I thought was a riveting customer analysis, “That’s nice but how do I make it actionable in the store or “What does a store employee do, now that you have told me this.” So for me, its been a journey on how to make our Brand Positioning work matter in the customer experience.
@Chrislovett (http://twitter.com/chrislovett) recently asked me, “How can we make everyone a brand ambassador?” This thought is so right on based upon what I have learned. And, I think our associates are fanatical ambassadors of our brand. So the spin on the question for us might be, “How can we make the brand reflect the hundred thousand fanatical ambassadors that are making our customers happy everyday?”