Brand management is not a theoretical, academic or ad agency construct. Brand management takes disciplined minds and strategic work. Brand management takes adherence to principles. Brand management takes both analytic and lateral thinking.
It would be wrong to say TOMS shoes invented the Buy-One-Give-One model when it hit the market in 2006, but students of purpose marketing would agree that it quickly became the best-known company associated with that form of embedded giving.
Ease is a multi-dimensional concept. Innovators, brands, entrepreneurs, organizations, and others must recognize that it is essential to deliver on the Three Dimensions of Ease: ease of choice, ease of use, and ease of mind.
Consumer tastes change; technology progressives, sometimes in highly disruptive ways; and competition evolves. In short, the world changes. One implication of such change is that products and services which may have once been successful become less so or even unnecessary and irrelevant. The challenge for businesses and their managers is how best to respond by modifying product offerings to effectively respond to such changes. Such responses can take five forms: reinvention, repositioning, rebranding, retrenching, or...
As the furniture industry reels from a dramatic drop in consumer demand, Lovesac overcame market headwinds to report 7.5% growth in revenue in fiscal year 2024, reaching $700 million from $651 million the previous year.
