By  on September 27, 2007

Not all brand-building exercises have to involve elaborate, multilayered marketing programs. Take Saks Fifth Avenue's new shoe floor, 10022-SHOE.

As Terron E. Schaefer, Saks' group senior vice president of creative and marketing, admitted, the concept of getting the floor its own zip code is "a very simple branding idea that has been working very well."

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