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This business strategy of keeping fashion fresh, as if it were a perishable good, has served the brand well.
"Great brand, well known, tons of equity — but not necessarily vibrant and relevant for tourism," Mr. Ranese said.
Volvo's advantage in creating a positive safety story served the brand well when government regulators began to push for crash testing, air bags and stability-control systems.
Mr. Creighton said he knew i-D's brand well because he worked there in the late 1990s, when he handled the magazine's advertising.
Additionally, the premise of "The Fashion Show" fits the brand well, Mr. Kroll said, because the new series is intended to "merge high style with affordability and accessibility".
Clinique, a brand well known for cosmetics and chic packaging, recently started advertising in magazines and online that its new Comfort on Call cream, which costs $39.50 for 1.7 ounces, is appropriate "even for people with eczema".
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VSCO is a brand well-known among photographers who take advantage of its presets for desktop and its mobile app featuring film-inspired filters and pro image tools.
Over his decade at the helm, the $60 billion Unilever delivered 290percenttotalal shareholder returns and 12 brands well over $1 billion.
The company has never understood its luxury brands well, and has been much smarter at integrating the strengths of middle-rung brand Volvo and economy-car brand Mazda.
In a world where customers have so many options, it will do brands well to not be so self-serving.
Consistency across all communication--both words and visuals--is key to branding well.
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