Word: brandings
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...banks do have one last and very large asset: their names. Marketers used to call this brand equity. It was a nonsensical way of saying that having a company's name on hundreds of buildings and sports stadiums made customers more comfortable being customers. Decades of advertising did that for Citi and B of A. The credit crisis has not entirely ruined those reputations. Citi retail customers in Italy probably don't worry about the hundred dollars they have in the big bank. It is simply very difficult to see how the "body of the brand" can be exhumed...
...stayed strong since the economic downturn began. "J. Crew continues to be one of the few retailers offering differentiated and unique merchandise to customers," analyst Christine Chen wrote this month in a report for Needham and Co. CEO Mickey Drexler, ex-chief of the Gap, has jump-started the brand by revamping the quality of its merchandise. But the economic downturn has not left J. Crew unscathed - profits fell 6% through the first three quarters of fiscal 2008. "It's a huge deal," says Marshal Cohen, retail analyst for the NPD Group, of the Inaugural exposure. "This is something...
...going to want to know what they eat, read, watch and wear," says Cohen. "They can influence an entire generation." But the whole phenomenon puts a company like J. Crew in a tricky spot. Yes, it needs to leverage the family's affinity for the J. Crew brand. But will consumers think the company is exploiting these young girls? J. Crew is so sensitive about this perception that it would not make a marketing executive available to discuss the benefits of the Obamas. "It's a very delicate relationship," a spokesperson said. (See pictures of Michelle Obama's Jason...
...last. But if Boilen has his way, the product and its aggressive marketing campaign are here to stay. His company plans to introduce new versions later this year, from the Outdoor Snuggie to the Snuggie for Kids. "We're hoping this is going to be a brand in the U.S. for a long time to come," he says. Someone get Cameron Cosgrove another cigarette...
Indeed, to understand the evolution that led to Tuesday's announcement, it is worth returning to the 2005 negotiations in which GM was forced to buy itself out of the cumbersome put option in its alliance with Fiat. The then brand-new CEO of the Turin company, Sergio Marchionne, emerged as a tough-as-nails dealmaker as he sat across the table from top GM executives. The Italian-born, Canada-raised Fiat chief told his American counterparts they would cough up the full value of the put option or battle it out in court. GM blinked, and the huge payout...