“Buy from the merchants who are your next-door neighbors. They are the folks who go to church with you, buy from other local firms and keep the money flowing within the community. Your local independent retailer is a longtime resident of the area who actively participates in and generously supports the community.”
That passage was written by a retail store owner, who worried about large competitors encroaching on his turf. The year wasn’t 2011, 2001 or even 1991.
A survey conducted by Cone, a brand strategy and marketing firm, indicates that most consumers continue to misunderstand phrases commonly used in environmental marketing and advertising, giving products more credit than they deserve. At the same time, most Americans are willing to punish a company if they think they were deliberately misled by “greenwashing” claims.
Advertising Age, citing an internal announcement, has reported that VP and chief marketing officer Frank Bifulco has been replaced by former VP advertising Trish Mueller. Bifulco was with the Atlanta retailer for almost three years.
Mueller joined Home Depot in 2009 after serving as senior VP marketing and advertising at Sports Authority and VP advertising at American Signature.
As the world's largest home improvement retailer intends to leverage its private label offerings across its businesses in the United States, Mexico and Canada, its top merchandising executive described the process for choosing a private a label brand.
As the world's largest home improvement retailer intends to leverage its private-label offerings across its businesses in the United States, Mexico and Canada, its top merchandising executive described the process for choosing a private-label brand.
There are four triggers that drive a private-label program, said Craig Menear, executive VP merchandising, during the company's recent Analyst and Investor Conference. They are: