As the company prepared to move ahead with the Boston Proper site's redesign and upgrade, Miller says it was important that bostonproper.com remain true to its brand. "In terms of branding for each catalog, we try to keep that pure," says Miller. "The company maintains separate brand teams for each catalog so that all of its packaging, package inserts and phone contacts with customers are unique to each brand. Then, we work off of a common platform so that all of our brands have the same core competencies: merchandising, marketing, circulation and now online."
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The Mark Group - Branded Online (2,303 words)
As the company prepared to move ahead with the Boston Proper site's redesign and upgrade, Miller says it was important that bostonproper.com remain true to its brand. "In terms of branding for each catalog, we try to keep that pure," says Miller. "The company maintains separate brand teams for each catalog so that all of its packaging, package inserts and phone contacts with customers are unique to each brand. Then, we work off of a common platform so that all of our brands have the same core competencies: merchandising, marketing, circulation and now online."