Martha brought added value to the product. Consumers bought a 100 thread count sheet that was blessed by Martha. If you remove her name, the product still exists. Consumers may buy it but maybe won't pay the premium price for it, |
More companies are waking up to the fact that one of the most important touch points they have is when employees have contact with customers. |
Of course they are going to abandon the name. They have to. |
She used to be the queen in the castle on the hill, looking down on everyone else in the valley, ... Now she's in the valley with everyone else, fighting it out on a level terrain. |
She's not ducking what happened. This is a platform to show the reformed Martha to the world. |
So, you've got a whole group of new people who have kind of entered into the holiday, and they're spending money. |
Target means style at accessible pricing. Wal-Mart hasn't reached that point. |
The company has seen how tenuous it can be to be a hundred percent invested in one person, |
The damage was done a long time ago. The competitive landscape is so dramatically changed from two years ago. |
The fact is that it is a woman who looks like she could be my wife, and that has meaning for some. |
The fact is that lack of awareness is not something Stewart suffers from, |
The fact is that you don't want the consumer to get bored with your product or they'll easily substitute it with something else. |
They migrated her from villain to victim and now they are trying to show you the softer side of Stewart. |
They say it doesn't matter what they say about you as long as they spell your name right. In this case, you don't want them spelling your name right. You don't want them even talking about you. |
They're actually doing now what they should have done two years ago, which is to distinguish themselves from what had become a poisoned brand. |