Most brands spend millions on new campaigns. But sometimes a little creativity goes a long way. The very intuitive placement of chicken soup in the cold remedy aisle differentiates the brand from its competition in a way that allows the consumer to think of it as a substitute and gives the product a unique value proposition. Can you think of a better way to position this product on something other than price?

There is a lesson to be learned here for brand marketers and retailers. As McLellan suggests, ask yourself, “Who are your substitutes? And, how will you position your brand against them to make a meaningful connection with your customer?”

1. Products
2. Price
3. Service

Instead of following suit with the auto industry, whose woes are well published, the article advises retailers to show off. Attract consumers with keeping in-store promotions enticing and consistent. Avoid pulling back in fear of the economy. Instead, focus on what customers want in terms of product variety and competitive pricing.

Retailer’s first step is to entice consumers into the store. Don’t slash prices excessively, rather focus on exciting in-store promotions that draw consumers in.

Once the consumer is in the store, the second step is to focus on merchandising. Avoid filling racks with discounted products and minimal staff. Merchandisers should move appealing products to the front and promote using eye catching displays. Maintain the value of the retail brand with clean and well-presented store front. Regardless of the economy, consumers want to enjoy their shopping experience. Make your store front a warm and inviting get away from the daily economic down turn.

Lastly, keep in touch with your retail results. Know what promotions are effective and where consumer experiences are lacking. Be proactive about making changes to merchandise, prices, and customer service programs. Staying in-tune with your consumer is the key to staying on top for 2009.