Branding: The Integrated Shopper

Are retailers making strides in this direction? To find out, over the past 14 months I've scrutinized the brand integration efforts of a variety of retail categories in a four-part series in All About ROI. (The first three were written with George Hague.) For this fourth installment, I've taken a critical look at three outdoor adventure brands — Patagonia, REI and Cabela's — to see how well each delivers a consistent customer experience.