Monthly Archive: September 2011

Carol Spieckerman

A Talk With HSN’s Bill Brand

At last week’s LIMA Retail and Branding Conference, I had the pleasure of meeting Bill Brand, EVP of Programming, Marketing and Business Development at HSN. In his presentation, Mr. Brand provided compelling insights into how HSN has built an enviable level of engagement that has transformed the retailer into a true lifestyle network. Following the event, I had the opportunity

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Marty Brochstein

Storytelling at forefront of LIMA Conference

One of the most striking themes running through this month’s LIMA Retail & Branding Conference was the importance of storytelling in building a strong brand. Whether it’s the positioning of Iconix’ Material Girl fast fashion juniors brand at Macy’s around Madonna’s 14-year-old daughter Lola, or the attempted reinvention of Kmart’s apparel and home business as KmartDesign, or the development of

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Carol Spieckerman

Retail’s Brand Decision Transition

Brand integrity is always top of mind in retail, and is usually associated with brand protection, guarding against counterfeiting and trouble-shooting reputation taints (or leveraging them as a PR stunt, as Abercrombie and Fitch did by offering Jersey Shore’s Mike “The Situation” Sorrentino dough for ditching its duds). As retailers build up their internal brand teams, staffing them with rock

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