The curse of retail drift

  A common mistake seen in all sizes and categories of retail from fashion to shoe stores, fast food to pharmacy is drift. You see it in many products and brands, not only in retail. When Hyundai launched here, it was positioned as a low cost entry level motor car. Over time it added features and the price crept up. This is called image drift; as the brand seeks to become more prestigious. The executives always find a (rational) reason why it must be so. But of course another executive suit

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