Dollar stores got us The 99% through the worst of economic times. The question is if it has what David W. Langston calls "brand heat" to transition its core identity to a little better times? Langston heads branding firm Evoke Communications.
The matter of the dollar stores is not an abstract branding issue. Lots of displaced communicators are thinking along the lines of small entrepreneurship. No, they are not going to start up a software company for the next generation of mobile devices. Instead they're considering opening a stand-alone dollar store or buying into a dollar store franchise. Some of them have come to me to sort out if this road, increasingly traveled, is the one they should check out.
And here you can absorb how Langston defines "brand heat" and how he sees organizations developing it. If you're going to launch your own kind of mom-and-pop dollar store, you should understand plenty about how your unique brand heat can set it apart from Kohl's, Target, and even Wal-Mart. Hint: Brand heat is really an inside job. It can't be superimposed on the organization from the outside by disinterested consultants.