Let it Go
Buddha, Tao Te Ching, and the brand path from less to more to everything. By Stanton Kawer. Shopper marketing’s role in building brands usually does not extend from cradle to consumption. Oftentimes, the brands that shopper marketers are expected to help along the path-to-purchase already have well-established, non-negotiable assets — the brand name, packaging, and taglines.
The values attributed to these assets by shoppers, consumers, retail customers and all other stakeholders are constantly changing and often take on a life of their own. They adjust with each point of contact, conversation, and community affirmation or condemnation of brand behavior. continue …