IS MULBERRY´S TURNAROUND WORKING? TO CUT THROUGH, BRANDS NEED TO BE SHARP
Interesting article about Mulberry England. In Germany, their brand awareness has still substantial potential to grow. Mulberry? Do you mean Burberry? Generating measurable business impact by addressing operational effectiveness and cost is much easier than getting the brand positioning and communications right. Particularly in the crowded handbags business. To successfully cut through the noise, the brand positioning needs to be sharp, cristal clear and relevant. If you cannot answer the question, why you are here and why your value proposition is different and relevant for your customers, you will not have a future. Squeezing the lemon alone is not a strategy to sustain. I am already curiously waiting for Mulberry's answer to that question. And whether it will be original enough to get globally noticed. It would be great to see this British heritage brand succeed.