Creative re-branding in dour times

Wednesday, March 18, 2009

In trying economic times, even the most popular brands fade away. In the UK the famous American brand Woolworth's has all but shuttered its windows, save for one store that's survived by re-inventing itself. Can American businesses take a lesson? The Takeaway talks with Woolworth's owner, that is, Wellworth's owner Claire Robertson of Dorchester, England and with branding expert Elizabeth Talerman about what it takes to make or break a brand in tough economic times.


Claire Robertson and Elizabeth Talerman

Produced by:

Rob Hugh-Jones


Jen Poyant

Comments [6]

Dana Franchitto

Since when should "branding" be a topic for public radio? Dammit, we are citizens of a democracy who must make informed choices not mere consumers of goods and services. Doesn't anybody here get it? THe Tacky way is professionally compromised in this deviation from the purpose of public radio.

Mar. 18 2009 12:08 PM

The best Woolworths in the US, was the one on Washington St. in Boston.
Four or five stories with everything & anything you could possibly need or want. The basement contained the Baby Department, had a Shoe repair shop and Cafe.
On the third floor, you could pay your Electric, Gas or Phone bills.
I remember taking collections at the office for all types of occasions and really getting great bargains for our money's worth.

Mar. 18 2009 09:36 AM

As Philip Morris cigarettes, much vilified for pushing a life-threatening product, rebranded itself as the New Age-sounding "Altria," I can't wait to see what AIG does. Amedusa?

Mar. 18 2009 09:26 AM

I miss the short-lived "Fairgame with Faith Saley" program that WNYC cancelled last year. I wonder whether the creators of "The Takeaway" were influenced by it. The similarities are striking...

Mar. 18 2009 09:13 AM

I miss Pudding Pops!

Mar. 18 2009 08:39 AM

I miss "Pure & Natural" soap. I'm not sure how different P&N was from "Ivory" but I definitely preferred it. For some reason Dial Corp pulled the plug on it. Since then I simply haven't felt as clean...

Mar. 18 2009 08:29 AM

Leave a Comment

Email addresses are required but never displayed.