ARTICLE
When it comes to retail, success is not all about offering the best products at the lowest prices — at least not according to Moravian College professor Gary Kaskowitz. Instead, Kaskowitz believes that successful retail shops have to offer a total package in terms of creating a brand identity that pulls at a customer’s heartstrings and instills loyalty for years to come. “If you think you’re merely selling a product, you’re wrong. You are selling an image,” said Kaskowitz. Author of “Brand it Like Barack! How Barack Obama sold himself to America and what you can learn from this,” Kaskowitz is an associate professor of management at Moravian. He offered his tips and tricks of the trade at a daylong merchants’ seminar at the Historic Hotel Bethlehem and organized by Bethlehem Chamber of Commerce, a branch of the Greater Lehigh Valley Chamber of Commerce. Click here to read the article.
When it comes to retail, success is not all about offering the best products at the lowest prices — at least not according to Moravian College professor Gary Kaskowitz.
Instead, Kaskowitz believes that successful retail shops have to offer a total package in terms of creating a brand identity that pulls at a customer’s heartstrings and instills loyalty for years to come.
“If you think you’re merely selling a product, you’re wrong. You are selling an image,” said Kaskowitz.
Author of “Brand it Like Barack! How Barack Obama sold himself to America and what you can learn from this,” Kaskowitz is an associate professor of management at Moravian.
He offered his tips and tricks of the trade at a daylong merchants’ seminar at the Historic Hotel Bethlehem and organized by Bethlehem Chamber of Commerce, a branch of the Greater Lehigh Valley Chamber of Commerce.
Click here to read the article.