How to Beat Counterfeits and Police Your Brand

| Kathleen Egan

The risk of brand degradation is nothing new (fake Coach purse, anyone)? But graph brand degradation against price transparency, access to goods, manufacturing capabilities, dissolving of geographical boundaries and shipping innovations, and you’ll see the risk has increased dramatically. Here is what you should do as brand degradation gets worse.

Motivating the Dynamic Shopper Along Their Path to Purchase

| Julie Poast

Engaging (or even reaching) the constantly-connected, multi-tasking consumer is not an easy feat. It’s even harder to understand the impact your advertising and marketing efforts have on moving this dynamic shopper toward purchase. Here is how this type of shopper goes through the path to purchase.

Coach Inc. Plans to Change Its Name to Tapestry, Inc.

| Daniela Forte

Coach Inc., a high-end accessories and lifestyle brand announced it will be changing its name to Tapestry, Inc. The change will go into effect on Oct. 31. See what CEO Victor Luis had to say about what drove the brand to make the name change.