True brand purpose isn’t just about a noble cause

In retail, as in most businesses these days, brand strategy is more than just a logo, slogan or ad campaign. It is the overall story or narrative that brings to life a retailer’s value proposition and guides its customer experience – be that in-store, online or direct-to-customer communications. As renowned UK brand consultant Mark Thomson puts it, “Brands are the stories that unite us all in a common purpose within an enterprise and connect us with the people we serve on the outside. Thes

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