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Library > White / Technical Paper

Brand erosion: when teams fail to communicate

Published: 16-Jun-2015 | Format: PDF file | Document type: White / Technical Paper

For luxury beauty brands an exceptional point-of-sale experience is critical – it’s part of selling the luxury dream to the consumer and therefore needs to be consistent the world over. 

This poses the question: how can luxury beauty brands be confident that across a dispersed and global network of retail outlets, their brand values are always accurately presented at the point-of-sale?

 

This insight paper looks at:

  • the importance of good communication between central and local teams
  • inefficient and ineffective communication systems
  • improvements and solutions that can help luxury beauty brands ensure brand consistency.