Laura Sheridan selected by Crain’s to be Brand blogger

Blog entry: March 20, 2012, 4:30 am | Author: LAURA SHERIDAN, PRESIDENT VIVA LA BRAND

Laura Sheridan is a Brand Strategist who treats every client as if they were her only one. She heads up Viva La Brand, the strategy firm that is laser-focused on cutting clients’ marketing spend AND increasing sales.

It’s not surprising that Forbes has referred to JCPenney as the “most interesting retailer of 2012”. JCPenney’s major rebranding effort and rehaul of its merchandising strategy has rightfully earned it tremendous media attention. Their smart brand-building effort is a far cry from GAP’s air-balled attempt to refresh their brand in 2011.

BRANDING
Got Brand? JCPenney does

So what has JCPenney been doing that GAP has not? They understand that it all starts with their customer. Conducting smart, unbiased research to find out what’s important to your customers is crucial to designing your brand strategy. Only after you have a handle on your customer’s pain, can you craft a strategy to address it.

And, that’s exactly what JC Penny is doing. They’re assessing their products, pricing, and promotions with their customers in mind. So often retailers are so busy trying to stay ahead of the store across the street that they forget about the needs of their customers.

JCPenney’s logo is a visual demonstration of their new merchandising strategy, which they refer to as Fair and Square. It all ties nicely together. It’s truly integrated.

Contrast that to GAP’s failed attempt to rebrand last year. They introduced a new logo, period. There was no strategy or story that led to the change. The rebrand wasn’t put in play as the result of a consumer insight. As a result, it was a flop. Within weeks of announcing the change, GAP went back to their old logo.

So, what’s the takeaway? Talk to your customers. And listen. Really listen.

http://www.crainscleveland.com/article/20120320/BLOGS05/120319865/-1/blogs05