We like to keep a periodic eye on the developments in the area of brand turnarounds. In many ways brand turnarounds can be viewed as being a bit like a visit to the operating theater of marketing: it’s a chance to get an inside look at what makes good branding and what makes weak branding. You can watch in real time as skilled operators try to perform open-heart surgery on a struggling brand. Read more
In the 1990s, I remember there was one particular fashion brand above all others that my friends coveted. Even owning one item from this brand was enough to give you a certain cachet. This brand was Tommy Hilfiger. Tommy Hilfiger has been through some tough times since then, but has recently had something of a renaissance. Our Inspirational Brand Turnarounds series has been one of our most popular. And it has been a while since we posted this topic, so we thought this would be the perfect opportunity to revisit it once again.
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