By Mark Ritson

For superficial, tactically oriented marketers who like shiny things and new launches this is positive news. But wiser, strategic marketers should be more circumspect. Launching new brands is always a tricky corporate moment.

On the positive side, Whole Foods’ new brand allows it to access a different market segment from the one it serves. Co-CEO Walter Robb says the new stores will be “geared toward millennials”. That sounds trendy but behind the statement is a ton of shopper research that shows a younger generation searching for better quality, natural products but are not looking for it among the aisles at Whole Read full story ›

Source: Marketing Week