One key reason for this is the pressure retailers are bringing on manufacturers to differentiate their brands inside their
stores, so that they don't look the same in one chain as they do in another. "If brands fold to this pressure, they become diluted and change what they really stand for," Boiter writes.
He concludes that marketers must build their brands so that retailers such as Walmart, Target and Costco depend on them, "like the good old days." Easy, right?
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