Robert Passikoff
Robert Passikoff
company distance immediate remains
Will the company survive? That remains to be seen, ... The immediate thing for MSO to do is distance the company from Stewart.
brand certainly consumer hitch lead looking wagon
Wal-Mart is certainly looking to hitch its wagon to a brand that can lead it to an upscale consumer base.
brand castle
In May of 2002, when the brand competed with others, they were doing so from the castle on the hill. Now they're in the moat with everyone else.
asked martha responses
In May 2002, if you asked me anything about Martha Stewart, all of my responses would have been positive.
easy fashion full impossible mary queen quite terms trying turning
I liken what Wal-Mart's trying to do in terms of fashion to turning around the Queen Mary at full steam, ... It's not impossible to do. But it's not easy either, and it's going to take quite a long time.
brand categories company compete fall financial goes hit life martha sustain
If Martha goes to jail, this company will be hit but it won't fall apart, ... It could still compete in all the categories because it has a life of its own now and it's not as reliant upon Stewart to sustain financial viability. Sure, it will become a different company, with a different brand strategy, in need of a new leader.
accessible means reached style target
Target means style at accessible pricing. Wal-Mart hasn't reached that point.
advertising consumers days engaging event heads large special takes
Engaging consumers these days ? in their minds, in their hearts, in their heads ? takes more than advertising on a special event to a large audience.
poisoned themselves
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.
borrow brand customers expecting good martha needs rated shore tv
A brand needs to be rated a 107 or better by customers for it to see real profitability, ... If they were expecting the TV show to substantively shore up the weakened brand, we'd have to borrow from Martha and say it wasn't such 'a good thing'.
found
It wasn't just that she was found guilty. She was also found to be mean-spirited.
matter name spell spelling talking
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.
accepted correctly names
A lot of names that were country-based, especially from France, have now become accepted and articulated and pronounced correctly by consumers,
side softer trying victim villain
They migrated her from villain to victim and now they are trying to show you the softer side of Stewart.