Word: brandings
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MARTHA STEWART built her brand on her own name. Now her company must learn to go it alone...
...first time in its five years as a public company. In the first quarter, sales dropped 23%, to $44.5 million, and the company lost $20 million. Winning back advertisers will take more than heartfelt pleas from loyal readers. Advertisers are looking for a reinvention of the brand, says Robert Passikoff, president of the consulting-and-research firm Brand Keys. Inside the pages of the company's magazines, that is already happening. With the September issue, Martha Stewart Living will be redesigned to reduce the emphasis on Stewart's name in the title. The back-page spot once occupied...
Consumers, however, seem to have stood by Stewart. Passikoff explains that, while Stewart's image may have been important in marketing the magazine, it isn't essential to sell a rug or a pie plate. In fact, sales of Martha Stewart--brand sheets, towels and dishes through K Mart have risen 6.5% since Stewart's conviction, according to a report by Bear Stearns...
Thanks to Karl Lagerfeld, things just got a little bit sweeter for shoppers with champagne tastes and a beer budget. Lagerfeld is the latest prestige designer to join the hot "masstige" trend, in which brand names like Isaac Mizrahi and Todd Oldham dream up affordable products for mass-market chains like Target. Lagerfeld, 65--the design genius behind Chanel, Fendi and his own Lagerfeld Gallery line--is hooking up with Swedish retailer Hennes & Mauritz...
...again. But anyone who goes to the movie a second time will see something else too. When the indie film, which opened in New York City and Los Angeles on June 11, expands to 300 screens across the country this Friday, it will have a 5-min. epilogue--a brand-new scene, shot just four weeks...