It’s been said that a good book tells the truth about its hero and a bad book tells the truth about its author. But the liquidation of a 40 year-old bookstore chain ultimately tells the truth about the brand and how it was managed.
Yesterday, Nike, Woods’ largest sponsor announced that its advertising plans involving him would not be altered by Mr. Woods’ “transgressions.” In a statement, Nike said, “ Tiger and his family have Nike’s full support. We respect Tiger’s request for privacy and our thoughts are with Tiger and his family at this time.”
When Thomas Dickins first glimpsed Regent Street, it was little more than a well-appointed residential road. The young draper from Nottinghamshire had teamed up with William Smith and opened a linen shop on the far busier Oxford Street in 1803. Growth and partnership followed, and by 1856 the store, which had expanded its wares and moved south to number 232 Regent Street, was rebranded as Dickins and Jones.
Even though it may seem a simple marketing concept, building brand communities that resonate with loyal customers is indeed a Herculean task.
Allan L. Baldinger and Joel Robinson of The NPD Group conducted a major study to better understand the link between attitude and behavior in brand loyalty. They found the following:
