As a marketer, keeping the brand that I steward on track is perhaps the most important and difficult challenge I face daily. The rate of speed at which the world is changing requires significant insights, strategies, and nimbleness. Today’s environment can be a destroyer of brands if one is not consistently in tune with the customer.
BJ’s processes provide a deep understanding of the passion that one’s best customers have for the brands they love. This understanding guides the strategies and dialogue within the organization with confidence and alignment that expedites decisions and provides the filter through which decisions are made and positive results are achieved.
former CMO, Kohl’s Department Store.