They're actually doing now what they should have done two years ago, which is to distinguish themselves from what had become a poisoned brand.
More Quotes from Robert Passikoff:
What marketers try to do is take a problem and twist it to their advantage, ... If you can't pronounce the name, all of a sudden it becomes something that's slightly less attainable for the consumer and it becomes more desirable. But it's equally likely that when people don't buy it, it's because they don't know how to pronounce the name.Robert Passikoff
Will the company survive That remains to be seen, ... The immediate thing for MSO to do is distance the company from Stewart.
Robert Passikoff
I liken what Wal-Mart's trying to do in terms of fashion to turning around the Queen Mary at full steam, ... It's not impossible to do. But it's not easy either, and it's going to take quite a long time.
Robert Passikoff
This company, as it is configured today, is unsuited to compete in the marketplace with its brand taken away, ... This is no longer the same company that we knew 10 minutes ago or even 22 months ago.
Robert Passikoff
There, it's possible that a less cozy Martha may surface, as she puts eager acolytes through their paces. And while it may make for more exciting television than yesterday's somewhat forced cheeriness, there's a greater danger in that, too ... She has to be careful not to come across as too tough or too mean.
Robert Passikoff
They migrated her from villain to victim and now they are trying to show you the softer side of Stewart.
Robert Passikoff
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