In its journey to rebuild its brand in a differentiated and relevant manner, Walgreens has achieved milestones that offer other retailers important lessons in brand building. Kim Feil, CMO, Walgreens describes the practices that helped rebuild the brand.

If attentive customer service is the hottest new marketing strategy, then a company’s employees are the key to brand building, Pete Blackshaw, Nielsen Online Executive Vice President, argues in his latest Ad Age column. 
Blackshaw cites the example of online shoe retailer Zappos.com, which makes customer service a priority.  The company is betting its customer-friendly ways will attract and retain loyal shoppers.
The benefits of that approach are evident, Blackshaw notes — though he warns that overhauling customer service strategies is no easy task.
“Getting this right is easier said than done. You …