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The rationale seems to reflect a desire to promise more, without being too specific about what that “more” entails. Rather …
When Is a Plus Sign Additive, and When Is It Redundant? A Branding Trend
07 Monday Feb 2022
Tag Archives: branding
Is Victoria Out of Secrets? A Sagging Underwear Brand Tries to Catch Up with the Times
20 Monday Sep 2021
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What is sexy? It isn’t a rhetorical question. The ultimate viability of Victoria’s Secret’s as a business depends on the …
Is He Buying “Ice” or Ice Tongs? Tiffany & Co.’s Efforts to Get Men to Shop for Themselves
20 Thursday Feb 2020
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branding, men, Positioning, segmentation, targeting, Tiffany & Co
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Although the demographics of shoppers in Tiffany & Co. retail stores often have featured a lot of men, most of …
Is Fashion a Statement? Marketing Clothing as Political Protest
07 Thursday Feb 2019
Posted in Chapter 06: Consumer Behavior
Modern political conversations are difficult, fraught, and intense. But they also are nearly ubiquitous, such that today’s consumers rarely leave …
NASCAR Personas: Getting Winners into the Public’s Eyes and Hearts
13 Thursday Dec 2018
Fans of NASCAR, watching races from the grandstands or at home, have little opportunity to see the actual faces of …
Art and the Fashionable Sock: A New Era in Licensing Agreements
04 Tuesday Dec 2018
Conventional licensing agreements usually involve a brand granting the rights to its popular image or features to a manufacturer. Disney …
An Abbreviation No More: Weight Watchers Rebrands as Simply WW
16 Friday Nov 2018
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In a bold pronouncement for the chief executive of a diet company, Mindy Grossman recently announced straightforwardly that “the world …
Expanding in All Directions: A Revised Approach by J.Crew
02 Friday Nov 2018
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The fashion brand J.Crew has gone through several iterations. After starting off as the place to find preppy wardrobe basics, …
Meeting Consumers’ Demands for Healthy While Also Fulfilling Their Cravings for Salty
02 Friday Mar 2018
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We keep reading and writing about how consumers are seeking healthier food options, and there is no denying that it …
Building Brand Awareness by Saying “Bai” to Some Brand Image Elements but Reinforcing Others
17 Tuesday Oct 2017
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As a brand grows, from a quirky niche player into (it hopes) a national supplier, it needs to shift from …
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