Rumours abound that Tesco are undergoing a major brand review. What? Why? Who? When? Eh? All the questions and none of the answers... Its always been one of the hardest moments in my MBA course on Brand Management. We bow down and worship at the altar of Tesco's marketing, research, segmentation...
Gap has announced the closure of its new women's brand Forth & Towne. Here is a Business Week article on its launch which focuses on how the store was creating a branded experience. Then here is an FT piece on F&T's demise. Looks like The Gap is slimming down ready for advances from Private...
With The Gap in brand freefall it is ironic that the reasons for its current problems are related to the original reasons for its success in the 70's. First comes the Christmas shopping. Then the January sales. And now we get excuses from all the brands that underperformed during this all-important...
Whether deliberate or not the 40% discount that Thresher is offering its customer this Christmas is a bad move. Merry Christmas from Thresher! The retailer recently released a printable voucher on the internet entitling the bearer to 40% off wine and champagne up to a value of £500 until 10 December...
Emma Smith (not her real name) is the UK marketing manager for a well-known perfume brand. The brand has been on the market for eight years - an eternity in the fast-moving, constantly changing world of fragrances. Each year it becomes harder for Emma to reach the aggressive sales targets that her US...
Can Tommy bring its brand back to life? It has been quite a decade for Tommy Hilfiger. During the 90s, it seemed his brand could do no wrong. The business experienced meteoric growth and, by 2000, was generating $2bn in worldwide sales. But then came the new century, and Hilfiger struggled to maintain...
Walkers is not the reason for Golden Wonder's demise, it is the case study in how it could have avoided it. The news that Golden Wonder had been placed into administration last week was mistakenly attributed by the media to the success of Walkers. Their argument is a simple one: because Walkers is...
