When stores let them down, they resent it in personal terms. He has also devised the new look of Home's national flyers, all of which define Home's uniqueness to the consumer. Home is an incredible branding success story. It has grown stronger and stronger, one of the first organizations in Canada to learn the concept. The essence of competitive advantage is how are you unique, what makes you special, how you stand out in the mind of the consumer.
Brand is what it's all about.
You must do the same thing every day, be consistent every day. The Saffer agency is the first in North America to specialize in retail advertising. Morris was elected to the Retail Advertising Hall of Fame in 1997, and the Saffer agency has won hundreds of awards including last year's Gold from the Retail Council for the best advertising in Canada, the Hudson's Bay commercial starring Celine Dion. This year, RAMA recognized Morris' contribution by establishing the Morris Saffer Retail Branding Award whose inaugural winner was Pier One stores. We should take time to reflect on the polarization of opportunity for retailers.