Get your Clothes On: Beth speaks at MODA UK, 8th August 2016

July 19 2016

Beth is excited to be giving her first presentation on the catwalk at MODA, the UK's largest business-to-business fashion event bringing together the best in international design. 


UK designers are so fashionable, fashion-forward and stylishly eccentric, so MODA will be a real treat. Beth is looking forward to checking out all of the amazing creators to help them learn how to discover, excavate and communicate their fabulous brands and to build and expand their markets. 


She will be speaking at Hall 20 Catwalk from 2:15 – 2:45. Please jump on the train and come to the NEC for what is bound to be an informative talk geared towards the fresh faces of fashion — AND YOU!

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Announcement: Beth speaks on the Psychology of Branding @ the ASMP Business Symposium Feb 27th

February 06 2014


Beth is thrilled to be presenting at the NY Chapter of the American Society of Media Photographers’ upcoming three day Business Symposium. This year her seminar, Branding 101: The Psychology of Brand Building, Theirs & Yours, will focus on the psychology of how brands are shaped, including yours!

Please join us to gain some insight into your own brand on February 27th from 2:15pm to 3:45pm at the Engelman Recital Hall, Baruch College, open to anyone in the photo community.

We hope to see you all there!

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No Change at the Cash Register: Confusion at JC Penny

September 21 2013

jcpenny

Makeovers come in all forms. A little touch up paint, a vase on the corner table, or in some extreme cases a complete, top-to-bottom transformation. It’s an internal process that manifests externally, whether we are dealing with our personal lives or our professional and business lives. Our hope is that we’ll make a room stand out or look more like “us,” or that we can turn around a failing business. The latter is what former JC Penny CEO, Ron Johnson, was going for.

When Johnson came into the position of CEO he determined that JC Penny was having an aesthetic and experiential problem at the retail level, and that it had caused sales to drop dramatically. Apparently, he didn’t feel that the core problem was the rough economy, or that their wide range of competitors had better products or prices. If you followed his short-lived plan of attack then you already know it didn’t go as planned. Sales continued to fall—twenty-five percent to be exact.

Johnson also decided that the JC Pricing strategy needed a makeover. Instead of putting out merchandise at full price and then marking it down later, he thought it would be better to start at a cut-rate price. The brands that JC Penny sells weren’t too happy with the news that their merchandise was being sold at discount, as it devalued their brands and put pressure on them to lower their prices overall. Johnson’s strategy was flawed, since historically, the JC Penny customer is more willing to buy when they think they are getting a deal. These days in particular, bargain hunting is in most people’s blood. If there is no scent of a sale, shoppers are more likely to move on.

Finally, after two years of ineffective strategizing, Johnson was relieved from his CEO duties. The company is now faced with bouncing back from a hole that just seems to be getting deeper. JC Penny needs a visionary CEO who is able to develop a new strategy and positioning that will build confidence and consistency, and that will bring customers back to the brand. Consistency and sustainability are the name of the game in good brand management, even when implementing a shift from existing positioning. Brands evolve over time, or sometimes go through a major reinvention, which is fine. But radically switching gears every few years will drive customers away. Brand confusion doesn’t work on any level.

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