Liquid Gold
The Hub

One of the prevailing dictums of shopper marketing is that retailers are brand agnostic. That is, they are primarily interested in category growth and are generally indifferent as to whether they sell a bottle of Coca-Cola or a bottle of Pepsi--as long as shoppers walk away with one of them in their basket. While retailers desire to remain brand agnostic, given their relationship with multiple manufacturers and distributors, strong brands are critical to satisfying retail experiences.