Banner Before Header
Browsing Tag

Multiple Brands

CMOs Need to Focus on Managing Multiple Brands, Not Multiple Identities

Retailers with multiple brands are struggling to obtain a single view of their customers across their portfolio. Their siloed Marketing departments can’t connect the dots as customers shop from one brand to the next, across display, email, and in-store. The lack of visibility creates an identity crisis. Brands make the mistake of thinking about channels – and their customers – in segments, and waste their media spend confusing the customer with conflicting messages without even realizing it. While many struggle, some…