Before Safeway redesigned its grocery stores and advertising campaigns, it made sure its markets met the message. That's a key tenet of authentic marketing - delivering before you promise - and more important than ever for engaging customers looking for a distinctive but honest experience with the brands they buy. BW's Management Editor Jena McGregor speaks with John Moore, the author of the popular blog Brand Autopsy and a former marketing manager at Whole Foods and Starbucks, about creating bona fide brand stories and a memorable customer experience that stands out from the crowd
