Symbolic and visceral, smell is a powerful brand language that convincingly conveys identity and differentiation. It creates a direct, tangible connection between a brand and its consumers.
For every new brand that takes the long view on customer service (fixing a broken product even if it’s the customer’s fault), there are countless more where the customer relationship ends at the moment of sale.
Ana Andjelic: Legacy retailers define strategy in competitive terms. Retail upstarts define it in terms of their customer.
To successfully compete in today’s customer-first context, retailers have to start thinking beyond incremental innovation. They must become comfortable with new models that cannibalize their business as it is right now.
Longstanding luxury brands tend to treat technology as a marketing play or a value-add that sits on top of their business models – rather than harnessing technology to actually transform their businesses. Ana Andjelic’s argument: It’s a terrible approach. (652 words)
Being unplugged has become a status symbol. We’re increasingly accumulating simple (pre-Internet) pleasures in place of actual goods. (566 words)
Warby Parker, Bonobos, and Kit and Ace have turned their stores into gathering places and social hubs. For them, stores are no longer strictly transactional.