Building Brands at Retail: Savor the Flavors of Chocolate Retail

Chocolate is the new wine. People are discussing where chocolate comes from, its ethics, health benefits and gourmet qualities. Expanded consumer interest is opening the door to specialization that has come through developing other retail categories such as fashion and cosmetics. Focusing on flagship environments in New York's Times Square and on Chicago's Magnificent Mile, this presentation will deliver insights into cultural, demographic and food psychology that were put to work strategically to differentiate each brand in its environment. You will:

• Discover how social, ecological and political perspectives impact category association
• Find out how consumer interest and local culture converge to help retailers differentiate and become iconic in their own right
• Learn how to integrate the essence of a brand legacy into a retail environment that becomes an immersive and entertaining consumer experience.