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Posted 08 March 2004 - 02:02 PM
Home Making Empire Tries to Dust Off Image
<Snippet>Brand experts are split on whether the image damage is fatal.
<Snippet>Richard Yaffa, CEO of the Leverage Group, a marketing consulting firm, believes recovery is possible because "it is such a strong brand that stands for attainable aspiration for so many consumers."
<Snippet>"The minute they knew about the trouble, they started the art of de-branding the Martha Stewart brand," says Samir Husni, a magazine consultant and journalism professor at the University of Mississippi.
Posted 08 March 2004 - 08:27 PM
The company was already having some problems. The merchandise is the only area where they had growth - everything else was negative. So maybe they focus on the products, that aren't so tied into HER, and cut back on the other things. I think people will continue buying her products if they are well-designed and low-cost.
Posted 08 March 2004 - 09:08 PM
One exception is the "Martha Got a Bad Rap" crowd. They may go out of their way to buy her stuff (shop at K-Mart?) due to the way she's been treated, but you won't see me buying up her company's stock any time soon.
Posted 08 March 2004 - 09:51 PM
Posted 08 March 2004 - 11:46 PM
Posted 09 March 2004 - 01:36 AM
Her advertising revenue, however, has been drastically affected. Down 35% in 2003 and another 30% in 2004.
Posted 09 March 2004 - 08:54 AM
The Ball and Chain Martha Pocketbook
Posted 09 March 2004 - 08:14 PM
She won't lose the brand because people hated her before she was prosecuted too.. and they still bought her stuff. Because it's pretty good stuff. Her magazine as some good articles and while some of her advice is waaaay over the edge of who-in-heaven's-name-has-time-for-that-or-even-cares, most of it is useful and interesting.
And (because I just can't help it) most American women's dream gift...
I rarely ask for much. This year is no exception. I don't need diamond earrings, handy slicer-dicers or comfy slippers. I only want one little thing, and I want it deeply. I want to slap Martha Stewart.
Now, hear me out, Santa. I won't scare her or draw blood or anything. Just one good smack, right across her smug little cheek. I get all cozy inside just thinking about it. Don't grant this wish just for me, do it for thousands of women across the country. Through sheer vicarious satisfaction, you'll be giving a gift to us all. Those of us leading average, garden variety lives aren't concerned with gracious living. We feel pretty good about ourselves if our paper plates match when we stack them on the counter, buffet-style for dinner.
We're tired of Martha showing us how to make centerpieces from hollyhock dipped in 18 carat gold. We're plumb out of liquid gold. Unless it's of the furniture polish variety. We can't whip up Martha's creamy holiday sauce, spiced with turmeric. Most of us can't even say turmeric, let alone figure out what to do with it.
OK, Santa, maybe you think I'm being a little harsh. But I'll bet with all the holiday rush you didn't catch that interview with Martha in last week's USA Weekend. I'm surprised there was enough room on the page for her ego.
We discovered that not only does Martha avoid take-out pizza (she's only ordered it once), she refuses to eat it cold (No cold pizza? Is Martha Stewart Living?) When it was pointed out that she could microwave it, she replied, "I don't have a microwave." The reporter, Jeffrey Zaslow, noted that she said this "in a tone that suggests you shouldn't either." Well lah-dee-dah.
Imagine that, Santa! That lovely microwave you brought me years ago, in which I've learned to make complicated dishes like popcorn and hot chocolate, has been declared undesirable by Queen Martha. What next? The coffee maker?
In the article, we learned that Martha has 40 sets of dishes adorning an entire wall in her home. Forty sets. Can you spell "overkill"? And neatly put away, no less. If my dishes make it to the dishwasher, that qualifies as "put away" in my house!
Martha tells us she's already making homemade holiday gifts for friends.
"Last year, I made amazing silk-lined scarves for everyone," she boasts.
Not just scarves, mind you. Amazing scarves. Martha's obviously not shy about giving herself a little pat on the back. In fact, she does so with such frequency that one has to wonder if her back is black and blue. She goes on to tell us that "homemaking is glamour for the 90s," and says her most glamorous friends are "interested in stain removal, how to iron a monogram, and how to fold a towel." I have one piece of advice, Martha: "Get new friends." Glamorous friends fly to Paris on a whim. They drift past the Greek Islands on yachts, sipping champagne from crystal goblets. They step out for the evening in shimmering satin gowns, whisked away by tuxedoed chauffeurs. They do not spend their days pondering the finer art of toilet bowl sanitation.
Zaslow notes that Martha was named one of America's 25 most influential people by Time magazine (nosing out Mother Theresa, Madeline Albright and Maya Angelou, no doubt). The proof of Martha's influence: after she bought white-fleshed peaches in the supermarket, Martha says, "People saw me buy them. In an instant, they were all gone." I hope Martha never decides to jump off a bridge.
A guest in Martha's home told Zaslow how Martha gets up early to rollerblade with her dogs to pick fresh wild blackberries for breakfast. This confirms what I've suspected about Martha all along: She's obviously got too much time on her hands. Teaching the dogs to rollerblade. What a show off.
If you think the dogs are spoiled, listen to how Martha treats her friends:She gave one friend all 272 books from the Knopf Everyman Library. It didn't cost much. Pocket change, really. Just $5,000. But what price is friendship, right? When asked if others should envy her, Martha replies, "Don't envy me. I'm doing this because I'm a natural teacher. You shouldn't envy teachers. You should listen to them."
Zaslow must have slit a seam in Martha's ego at this point, because once the hot air came hissing out, it couldn't be held back. "Being an overachiever is nothing despicable. It is only admirable. Never lower your standards," says Martha.
And of her Web Page on the Internet, Martha declares herself an "important presence" as she graciously helps people organize their sad, tacky little lives.
There you have it, Santa. If there was ever someone who deserved a good smack, it's Martha Stewart. But I bet I won't get my gift this year. You probably want to smack her yourself.
Posted 09 March 2004 - 09:53 PM
Scottie where's that santa letter from?
Posted 10 March 2004 - 03:53 AM
What's the point of having an oven when you've got a microwave!? Poor old Martha.
But if Bill can survive then so can Martha. It's quite amusing isn't it really. For me it's similar to imagining Delia Smith being locked up for road rage. But then again, that would never happen to OUR Delia - far too controversial for her!
Posted 25 March 2004 - 01:23 PM
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[De-linked live link per Forum Guidelines]
Edited by Randy, 25 March 2004 - 02:49 PM.
Posted 25 March 2004 - 01:42 PM
I got started filling out your survey (anything to escape my research ) but something's a bit unclear to me -- should there be a "not applicable" category for a lot of these questions? For example, #23: "I am sorry now that I supported Martha Stewart." I never supported her, so I'm not sorry that I did, but that's not really what you're looking for, is it?
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