The future of the physical retail experience may be murky, but product innovation, creativity, relevance and meaning will always drive consumer interest. Foot Locker has launched literally hundreds of sneaker models in the last year, many tied to everything from human rights issues to breakfast cereal, sports stars to Gummy Bears. It is part of a customer acquisition and brand building strategy that brings CMO Jed Berger and his team to the center of the product development cycle. What does it take to reorganize thinking, people and budgets around a product-centric marketing model?
