Collaborative Brand Building: The New Relationship Between Manufacturers and Retailers

The balance of power has shifted from manufacturer to retailer and the rise of private label brands has added insult to injury. Although their interests are actually aligned - both want products that fly off the shelf and drive loyalty - you'd never know it from how these two camps (don't) work together. Prof. Chris Conley will explain how design principles and techniques lead to the collaborative creation of meaningful brands and strong bottom lines. Discover:

• The importance of finding shared problems within retail and engaging a cross-functional team
• How to look at the supply chain as user experiences rather than a flow of goods
• How to foster customer-supplier collaboration at retail and build stories that both brands can deliver