Word: brandsness
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Perhaps it was just too much of a good thing. When Pressler joined Gap as CEO in 2002, he took over the reins of an unwieldy empire, home to the Gap, Old Navy and Banana Republic brands. The kingdom had become so enormous--$16.3 billion in sales at its peak...
The Gap's advertising, too, veered off course. Signing up the rapper Common as a pitchman was a play for teen consumers, but analysts point out that it might have been better to forget that fickle demographic and win back folks who remember the Gap in its heyday. Meanwhile, Pressler...
Can this company be saved? Why not? Retailing is full of 360° turnarounds. Wall Street darling Abercrombie & Fitch, for example, was once an afterthought unit of Limited Brands but spun itself off and repositioned itself as the hottest label for the teen crowd. Even once dowdy JCPenney reinvigorated itself by...
For now, most of the research is purely academic, although even brain experts anticipate that it's just a matter of time before their findings become a routine part of any smart corporation's marketing plans. Some lessons, particularly about how the brain interprets brand names, are already enticing advertisers...
All of this, of course, is whirring along at the brain's split-second pace, and as imaging technology improves, Knutson is hopeful that he and others will be able to see in even more detail the circuits in the brain activated during a decision. Already, according to Montague, these...