Brand Strategy

“The future of marketing is bespoke everything,” wrote Amanda Mull in the Atlantic. The start-up Prose ships personalized hair-care prod­ucts made to order to customers who fill out a survey beforehand, while Care/of sells personalized nutritional supplements and Curology offers personalized skin-care concoctions.

When a brand is in trouble, focus first on the core customer base. Love the customer you have before you focus on the customer you don’t have. When a brand is in trouble, re-energize, protect, and strengthen the core customer. It is the core customer that will profitably finance a turnaround and provide the platform for the future.

If coronavirus has shown us anything, it is that casual is the way to dress. Casual – hoodies, t-shirts, sweat pants, yoga clothes, leggings and so forth – has become the required fashion for stay-at-home, work-at-home lifestyles. The love for casual has clothing retailers shifting merchandise to satisfy the demand.

Neighborhood is more than a geographic descriptor. Neighborhood is a mindset… an amalgam of attitudes and behaviors.

Brooks Brothers a brand that has lasted for two hundred and two years, and was floundering well before coronavirus hit may be finished. The pandemic gave the brand its last shove over the Chapter 11 line. The main reason for Brooks Brothers’ demise is a common one, the brand lost relevance. It lost touch with customers, their changing needs and changing tastes.