Who Needs a Company Store?
Who needs a company store? Confessions of a former marketing client A few years back, I was a newly hired brand manager at a transportation company. On my list of initial projects was “launch a company store.” In talking to my director, I discovered that there had previously been a company store, but it had sort of “fizzled.” And by the way, that old inventory of branded shirts, mugs, pens, and other mysterious boxes in the basement was mine to deal with – and quickly as we were planning a move within six months.I must admit, I felt a bit overwhelmed. After all, I had other projects that seemed more important and relevant to managing our brand, such as launching a new advertising campaign and refreshing the branding on our…