Pillars for successful brand building

PURPOSE and trust is the name of the game in the world of branding. Creativity and the ability to retain a brand on consumers’ minds over time are other pillars for successful brand building.

The latest closure of Crabtree & Evelyn retail bricks-and-mortar business worldwide, following the footsteps of other global retailers such as US toy maker Toys R Us, seems to suggest that online shopping is the way to go for brands to strive and be impactful. But is this the case?

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