Tiffany seeks to execute the ‘customer trapeze’

Last week the Wall St. Journal featured a story on Tiffany & Co's "midlife crisis." The piece highlighted the jewelry brand's struggle to regain its "cool" and improve recently tepid sales and profits. A few days later they announced the hiring of a new CEO. Yet Tiffany is hardly alone in dealing with what I have coined … Continue reading Tiffany seeks to execute the ‘customer trapeze’

Brand as burden

Wade through marketing literature, or attend a conference, and you may well come across a statement along these lines: "You must be more than a business. You must become a brand!" Brands garner premium pricing. A strong brand enables long-term differentiation and sustainability. Your brand will be your strongest asset. But what about the liabilities … Continue reading Brand as burden