Three branding lessons from Kathmandu’s head of marketing Richard Dalke

With consumer expectations and spending patterns changing rapidly, understanding what customers want has become an incredibly important skill to have.  But how do you derive meaning from data, and where do you draw the line between asking customers what they want and showing them? Last week, head of marketing at global outdoor  brand Kathmandu, Richard Dalke, explained to Inside Retail managing editor Heather McIlvaine how the business’ understanding of its brand, as well as its cust

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