Word: reeser
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Dates: during 2000-2009
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...brand, Izod. The company got lucky, riding the preppie fashion wave in the 1980s. Then, desperate for sales growth, Big G cheapened the shirt, reduced the price to $35, and sold it everywhere, even to low-end stores like Wal-Mart. "They ran it into the ground," says Courtney Reeser, managing director of Landor Associates, a brand-consultancy company...