Word: branded
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...Jammed into a corporate culture, however, the stirrer lost its sting. In May last year, resigned to Mambo's dwindling sales and street cred, Gazal announced it was offloading the brand, which a private consortium snapped up in January for about a third of what Gazal had paid for it eight years before. The new owners' plan is to revert to the original Mambo recipe of humor, social commentary and art, while stirring in a fistful of contemporary spices. Co-owner Angus Kingsmill told TIME: "We believe Mambo has massive global potential. It would take almost a perfect storm...
...other quality Merriman valued in his friend was charm. Friends extol Kingsmill's knack for putting others at ease, using his wit to disarm the prickly and draw out the shy. A brand builder who likes his humor with a Seinfeldian twist, Kingsmill seemed the right man to rebuild Mambo, to persuade retailers that the entity most people thought was lost at sea had been found, revived and set on a course that could make it stronger than ever...
...back, a wise head in a smart young team. "To many at Gazal, Mambo could have been a breakfast cereal or a box of dog biscuits," says Golding. "There was a failure to appreciate that we were at the élite end of the hard-core surf market." The brand hadn't moved with the times, persisting with oversized clothes and huge graphics long after a sharper look became de rigueur. Its youth appeal dipped when kids spotted Mambo tees and shorts on the middle-aged, then plunged in 2006 when Gazal shifted Mambo stock from surf shops to department...
...Mambo's new HQ, Kingsmill snared a warehouse-style set-up in North Manly, in the heart of Sydney's surf scene. For their $7 million, the new owners acquired the Mambo brand everywhere except the European Union, as well as the nine Australian stores, which Sydney architect Kelvin Ho will refurbish, Kingsmill says, with a "gallery-type feel...
...team's challenge is to move the brand's appeal from nostalgic baby-boomers to their children. "Brands have to evolve," says copywriter Golding. "The new guys are charismatic and well-connected. If anyone's going to pull this off, they are." While the economists deliver dark prophecies, the brand that gave Australia its own beer-and-pie-giving Jesus is poised to make a Second Coming...