Focus DRTV on building brands
Doug Garnett, president, Atomic Direct
June 02 2008
I was saddened to read about the Sharper Image bankruptcy and that it has been forced to offer its assets for sale. But sadness aside, those of us in the direct business must take notice. Although Sharper Image's campaign is widely considered a great success, I believe poor brand execution in DRTV ultimately led to business failure.
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