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Monday, October 19, 2020

Brand marketing: brick and mortar consumers impact brand

In episode three of the Talketer PodcastNatalie Zensius (SVP Marketing Communications, Integrated B2B Marketing, Sales Activation & Enablement, Brand Strategy. Corporate Comms professional) joined the show to discuss brand marketing. In this clip we discuss how brick and mortar consumers impact brand. Watch and listen to the clip right here:


Nick Andrews : 

I'm thinking about consumer brands like brick and mortar retail. When I walk into a Walmart versus when I walk into, say, a high end luxury goods store, that experience is very different from the employees to the shoppers. How much do the actual consumers inside of a brick and retail store impact the brand?

You would think that this is something that's completely out of the company's control, But to your point, everything matters and everything rolls up and impacts the brand. So how does that psychology work? And how does the actual consumer shopping those brick and mortar retail stores impact a consumers experience and ultimately the brand?

Natalie Zensius : 

Right and I just I just want to preface my answer by saying, you know, I spent most of my career doing b2b marketing, communications and branding. So this is a little bit armchair baseball thing for me. But so you know, but I'll just offer my my two cents on it. Um, I think that, you know, companies brands products are targeted to specific audiences, right?

You don't want to be all things to all people. Once you figure out, you know, what your brand stands for, what its purpose is what's unique and different about it, you know, what it is that you offer, you're going there's going to be a very specific buyer for that whole package, right. And so, you're not trying to be all things to all people. And by extension, you know, the people that do patronize your brand, do become sort of, you know, ambassadors for your brand, they do become an extension of your brand.

So, you know, there are certain You know, there are people who are in certain socio economic status who there are certain brands that they that they want to patronize and certain brands that they don't because it, you know, that's something about who they are and their, their station in life, and what they've been able to accomplish and all those things. Conversely, there are other folks who, you know, they're looking for, you know, value brands and brands that you know, offer them or level of service, and it's not so much about the sort of cachet of the brand.

You know, and, again, they're, you know, so there's, there's just different people that are looking for different things from brands. So I do think that, you know, the consumers are, um, you know, say something about that what that brand is and what it offers.

 Listen to the full episode here: