Repositioning the ‘brand’ leather

First published in the Jan/Feb 2019 edition of ILM
Published:  25 March, 2019
Dr Mike Redwood

A few weeks ago, I spent most of the day teaching an Executive MBA Class on brand authenticity and repositioning. To get on this course, the students combine academic qualifications with considerable business experience. These are senior staff, full of ideas, and quick to spot weaknesses. With many of them working for major companies, the mostly already realised that the brand is a vital asset. For many the importance of getting the positioning correct, and understanding why, is well understood and any organisation that plays games with authenticity risk a rapid decline. 

Full access to this article is limited to International Leather Maker Subscribers

How to Subscribe

Subscribing is EASY, you can do it online. Once we receive payment and approve your subscription we will send you a password allowing you online access to additional content like this article.

Click Here to subscribe NOW

Already an International Leather Maker Subscriber?

Existing online subscribers can log in using the user log-in box on the top right. If you have any problems: Click here to send an email.