Chapter 12. The retail experience is the brand experience

Even with all the money spent in managing the communications around a brand, so much of a consumer’s sense of a brand comes through the brand experience. This is particularly true in a retail environment where ensuring brand consistency can be more challenging than with the manufacturing of products.

The Apple Store is a great example of a retail experience that is consistent with and enhances the brand. With a clean, light layout, the computers are spaced for easy use by potential customers. The store color scheme is integrated with the colors of the computers. The store atmosphere has a clean, minimalist feel. Employees are friendly, knowledgeable, and accessible. The entire sense of the ...

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