There are too many brands, with too many products delivering too many familiar retail experiences all claiming to be distinct, fresh and ownable. The battle today is for people’s waning attention and the battleground is the murky field of social, mobile, digital, experiential and retail. Somewhere along the way, the retail narrative got complicated for consumers. And with that complexity comes confusion, frustration and apathy.
FISH believes that retail is about winning consumer attention through a coherent brand narrative that shapes their experience, in their worlds, and on their terms.