On Monday, We Are Pop Up Managing Director Greg Spielberg penned a guest post for WPP-owned global branding agency Brand Union. In his story, Greg revisits a 1996 Harvard Business Review roundtable highlighting the promise of a new innovation: The Internet. As we enter 2016, the 20th anniversary of the HBR roundtable, Spielberg writes that creative retail replaces the Internet as the most interactive form of brand marketing. He points to retail projects from Kiva to Glade, TicTail to Kit & Ace, Refinery 29 to Microsoft.
“Creative retail strategies architect memorable experiences that help consumers understand the world around them and generate product sales. They create stories in real life that allow consumers to participate as actual “people” rather than users, viewers, readers or listeners. There are two primary types of creative retail executions: 1) Nonfiction, or community-based and 2) Fiction, or imagination-based.” Read the full story at Brand Union.