The new store – Thesis 02
At the beginning and at the end is the purpose of the brand.
Neither the products of a brand nor its lifestyle should be in the foreground: Only a purpose-driven brand can build a community and experience long-term loyalty from new customer groups. A purpose makes the brand credible and generates trust with consumers – in the store.
If you want to learn more about the „New Spirit of Retail“, and about
- „Purpose“ at the POS,
- credibility and communication,
- and the different approaches Gerry Weber and Starbucks take when it comes to Purpose,
download the full whitepaper from dan pearlman and invidis.