Digital Brands Going Brick and Mortar (Things Get Real, Real Fast)

There’s an irony in the concern that brick and mortar retail is doomed to slowly erode: Some of the largest global brands are intentionally giving birth to their brands in the physical space – in real life. Their challenge is, “How do we impactfully engage the consumer when the consumer only knows us on-screen or online?” Google and Nickelodeon are two such examples whose thinking and executions offer key lessons for any brand. Why? Because this type of migration requires a deep understanding of what a brand stands for and the key elements of what makes a brand compelling to its consumers.