A Marketing Strategy: Energizing the Brand - DVD

A Marketing Strategy: Energizing the Brand

$128         ©2002 Diamond Educational Productions, 20 minutes

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For the past few decades, retailers have attempted to develop a level of exclusivity for their companies. Without the benefit of having brands and labels that are their own, they run the risk of becoming "me too" retailers, whose competitors carry the same merchandise. As a result, price wars often develop as business rivals attempt to win customers from one another. To avoid the pitfalls of carrying the traditional, manufacturer brands, many retailers have developed their own brands which can be found only on their premises and off-site ventures. While this has been somewhat successful, many just designed their own goods but never really "energized" their labels to maximize their profit potential.

Simon Graj, CEO of Graj + Gustavsen, a highly recognized company that deals with brand energizing, speaks of the ways in which he and his professional team has helped marquee merchants such as Sears, Carter's, Saks 5th Avenue and others to revitalize their businesses, from start to finish, utilizing the marketing strategy of energizing their existing brands and establishing new ones.