Brand-Building has moved from it’s 1930s focus, which concentrated on the brands unique selling proposition (US), to the me selling proposition (MSP). That progression took place through the development of the motional selling proposition (ESP), the organization-selling proposition (OSP), the cult-dependent brand selling proposition (BSP) until the MSP was arrived at.

The MSP trend will affect the way we conceive, establish, operate and profit from clicks-&-Mortar development.

A multi-channel brand is one that can be moved from one media channel to another and remain intact. Clicks-&-Mortar stores will revolve upon multi-channel brand strategies which enable their brands to live strongly offline and online.