PointTaken

Quotes from the executives shaping marketing today

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"It's all brand management. I studied how things get done and what needed to be done. Whether it's soup or detergent or apparel, how a woman chooses or uses a product and how that product evolves to suit the consumer are pretty much the same. Since 1949, Tide has been getting out tough stains, but now its formulation is more contemporary. Now it might be a concentrated liquid, not a powder. We adapt, nurture, and develop brands without changing their essence and their target demographic."

-Paul R. Charron, chairman and CEO of Liz Claiborne, speaking of his experience at Procter & Gamble and how it relates to leading a company that's embarked on a growth strategy marked by acquisitions and tweaks to existing brands, in Continental magazine, April 2006

"I don't think we are entirely fighting a losing battle. ... With regard to Coke Classic, I think we will be able to stabilize that. I think the growth is going to come from the diet arena. ... Look at Coke Blak, which is not a full-calorie beverage..

Coke Blak is also re-energizing brand Coca-Cola and modernizing it. It is part of the revival of the brand and yet still based on the core. ... We think it deserves a premium price [about $1.99 per 8-ounce bottle]. ... We will have brands out there which are high-revenue, high-margin but not necessarily high-volume. ... That is a different mind-set than where we have been before."

-Neville Isdell, chairman and CEO of Coca-Cola Co., answering the question as to whether Coke is fighting a losing battle trying to win back consumers, given that in the U.S., Coca-Cola Classic sales have declined for five years straight, in The Wall Street Journal, April 17, 2006
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