Create a Stage That Attracts Your Very Own Brand Posse

In-Store Details: Keep Consumers Connected With Retail Evangelists

CMO Strategy by AdAge, July 23, 2007 — Gap's fall from grace is almost legendary, its missteps numerous — bad product, lack of differentiation and confusing store design, to name a few. Its struggle reminds us that it takes more than style, logo or store design alone to sustain a brand. What works is a combined experience. Knowing how to pull the strings on sometimes intangible assets can make huge differences in appeal for consumers — and for Wall Street.