The Wall Street Journal pens an article about Coach purses and what they are doing to expand their brand.\u00a0 Clearly it is a strong brand today, but they play at the upper end of the price curve.\u00a0 Inside the article is a poignant comment from their CEO regarding marketing:<\/p>\n
We want to be transformative in the way we look. You can’t be iterative when the economy is tough.<\/p><\/blockquote>\n
Simple, sound point he makes, isn’t it?\u00a0 If you continue down a repetitive path, you are going to run into revenue shortfalls in this slow economy.\u00a0 You have to change something up, refocus it, introduce something new, etc.\u00a0 Some of the most successful lines were launched during a recession<\/a>.<\/p>\n
What do MTV, Trader Joe’s, and the iPod have in common? Yes, of course, they’re all now ubiquitous and make our lives much more agreeable.<\/p>\n
But to us, the most interesting thing about all three is that these great brands were born during recessions. (Trader Joe’s: 1958; MTV: 1981; iPod: 2001, if you are scoring at home.)<\/p>\n
And therein lies a point everyone seems to be forgetting in the midst of the current economic slowdown. If handled correctly, a downturn can be a good thing for your company. It can give you the opportunity \u2014 and the funds \u2014 to innovate and get a substantial leg up on the competition.<\/p><\/blockquote>\n
Stagnant companies get stagnant, or worse, results during slow times.\u00a0 The same is true for salespeople.\u00a0 Some get overwhelmed with the economy, assume nothing can be done and give up.\u00a0 Or discount drastically.\u00a0 Or change careers.\u00a0 Whatever the outcome, now is the time for strong leadership from the sales manager and a unique marketing message that creates some buzz.<\/p>\n","protected":false},"excerpt":{"rendered":"
The Wall Street Journal pens an article about Coach purses and what they are doing to expand their brand.\u00a0 Clearly it is a strong brand today, but they play at the upper end of the price curve.\u00a0 Inside the article is a poignant comment from their CEO regarding marketing: We want to be transformative in the way we look. You can’t be iterative when the economy is tough. Simple, sound point he makes, isn’t it?\u00a0 If you continue down a repetitive path, you are going to run into revenue shortfalls in this slow economy.\u00a0 You have to change something up, refocus it, introduce something new, etc.\u00a0 Some of the most… Read More<\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"bgseo_title":"","bgseo_description":"","bgseo_robots_index":"","bgseo_robots_follow":"","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false},"version":2}},"categories":[49,31,17,4],"tags":[722,721,719,718,720],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p5Oho-pL","jetpack-related-posts":[],"_links":{"self":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts\/1597"}],"collection":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/comments?post=1597"}],"version-history":[{"count":0,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/posts\/1597\/revisions"}],"wp:attachment":[{"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/media?parent=1597"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/categories?post=1597"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/selectmetrix.com\/blogs\/wp-json\/wp\/v2\/tags?post=1597"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}