Marketing In A Tough Economy

The Wall Street Journal pens an article about Coach purses and what they are doing to expand their brand.  Clearly it is a strong brand today, but they play at the upper end of the price curve.  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?  If you continue down a repetitive path, you are going to run into revenue shortfalls in this slow economy.  You have to change something up, refocus it, introduce something new, etc.  Some of the most… Read More

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