Branding: The Multichannel Shopper

The Bauer site nearly fills this promise, but it confuses the message. At press time, the homepage highlighted “Expedition Belize,” with two models on a pre-Columbian pyramid. It’s adventurous and rugged, but it also smacks of travel, which is different. Maybe this is an intentional shift to add a new dimension to the brand that’ll be supported with ongoing, consistent messaging. If not, it’s subtle brand drift that can derail a company.