Walsh College

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Jun 14 2013
Re-energize Your Brand
1


Imagine if you are the newly hired CEO of an automotive company. This company designs, manufactures, and distributes luxury automobiles. Now imagine this luxury brand has had falling sales, declining customer base, increasing debt, and was losing market share by one to two percent per year for the past five years. You were brought in to turn it around or liquidate it. In reality, liquidation is not want you on your resume. That action would be the 800-lb gorilla pointing the finger at you when you interview for ANY future C-suite position.


Given this scenario, what would you do? What would be the first thing you would do? Fire current management? Restructure the marketing department? Interrogate the designers in a dark room lit only by a 10-watt light above their head? Did I fail to mention the you have very few available resources...Again, what would you do?


After reading the previous scenario imagine that YOU were that luxury brand. What would you do to turn yourself around? What would be your personal business model? Why should people care that your brand exists?


Please, share your thoughts.


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