Retailers creating ‘theatres of shopping’ is not new. However, the idea of grabbing consumers by their senses; dropping them into lavish multi-sensory experiences; and physically moving them beyond everyday brand interactions to meaningful, personalised brand engagements is. And it’s taking off in a big way.
Business Monitor International, a division of US-based financial information services, Fitch Group, rebranded its South African operation BMI Research in March 2015.
While this possible name infringement has been subject to a legal process since that time, it has recently come to our attention that it is causing confusion among clients, media and within the local business sector.