Branding: The Multichannel Shopper
How well do three food merchants cross channels?
Godiva
If you’re a miscreant designer, you’ll slip nothing past Godiva’s brand police. With stunning consistency, Godiva delivers a premier experience through every channel. Its chocolate only sweetens the deal.
The Catalog: Consistent product styling (with moderate variations), copy voice and clean layout are translated from catalog to Web site to e-mail to store. The back page of the Holiday 2008 business gifts catalog presents the same layout as many of Godiva’s e-mails, setting a standard of cross-channel consistency.
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