Of all the buzzwords that are fashionable nowadays, the most compelling is interactive branding. For marketers, it's an exciting way to build brands and help retailers brand their stores at the same time. Interactive branding refers to the interaction between shoppers and packaged goods in the store. This one-on-one relationship, which often involves special displays, gives value to the brand and to the shopper. It's gaining favor because merely following traditional marketing methods ...

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