If you ask consumers to draw a picture of a conventional grocery store they shop, what would you get? Most likely it would be a blank box empty of symbols, icons, color or emotion, said brand marketers and consultants. The image of a blank box presents a big problem and challenge for food retailers competing in today's highly specialized retail environment. Without having a well-defined position in the consumer's mind, supermarkets are doomed to be a commodity service shopped on low prices ...

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