Browsing the "Cisco" Tag

Calvin Klein: A Star Brand Self-Destructs

March 12th, 2007 | by Tom

We are now witnessing the very public implosion of what once was a star brand in the fashion and lifestyle universe. Calvin Klein has run out of fuel, is way off the main sequence, and has begun its death throes. Forget New Coke, the biggest marketing misstep of our times is the New CK. Message to the suits at CK: you can borrow the language, you can borrow the symbols--like the iPod-inspired bottle you've ginned up, you can even put bloggers in your ads, but at the end of the day you didn't earn it and your customers know it. You've lost their trust, probably lost their business, and I predict, you'll soon lose the entire franchise.



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