Displayed among many competitors on a vast gondola, a product is just another SKU. But merchandise it with its flankers and flavors in a well-designed point-of-purchase display, and you have the makings of a megabrand.
Brand marketers have known for some time that quality POP displays help close the in-store communications loop. At their best, those displays inform and persuade consumers -- they don't just hold product.
Encouraged by retailers' interest in providing a more eff