Thursday, April 26, 2012

Meet Andrew, the Mind Behind Brandspank

We were excited to get a more in depth view into the mind of full-service
retail marketing guru, Andrew Sharpe.
Founder and Senior Brand Strategist for Brandspank located out of
Vancouver (Canada).
Twitter: @BRANDSPANKshop 
Are there any retail trends that you find to be of particular interest?
Shopper marketing and in particular, user experience for in-store.

"Shopper marketing" further defined: Shopper marketing is brand
marketing in retail environment. Including category management,
displays, sales, packaging, promotion, research and marketing.

What is your favorite thing about working with retailers?
They are at a crossroad and (some) are very open to exploring and
embracing new ways of connecting with their customers. Unlike a CPG
(packaged good), a retail brand is not relegated to package design…it is
experiential in every sense of the world. So the strategy and execution
need to be able to cohabitate in every touch-point.

What would you say is the most helpful thing about your product
or services for a retailer?
Our approach for developing a branding platform and persona. This
enables us to provide our clients with a way to differentiate themselves
AND introduce relevant support elements into every part of their brand

How long has your company been in business? 10 years

If you could offer any advice to retailers out there, what would you say?
When the marketplace changes, be prepared to evolve. And, listen to your
customers and potential customers before implementing what you think is
the solution.

What do you think would be your favorite part of being a retailer?
Establishing and maintaining relationships with my customers.

What do you think would be your least favorite part of being a retailer?
Hiring and training staff.