Branding and Bankruptcy In the Same Sentence?
We were in the mall in Tampa, Florida recently and saw signs announcing the closing of the Brookstone store due to their bankruptcy.
My husband and I briefly discussed and moved on.
I thought nothing more about it until I opened the business email today and received this message:
there’s NEW Brookstone swag available for fourth quarter holiday gift buying.
The Brookstone brand has been available in the swag space for years.
Your company logo would be printed beside, above, or below the Brookstone logo depending on the item.
Yes, I know their website and airport locations are still open while they try to find another buyer. But....
What do you think about sharing YOUR brand space with the Brookstone logo?
My personal take: I don’t like my logo sharing brand space.
Are there exceptions? Sure.
Sharing my brand with a company that has filed bankruptcy for a second time, isn’t my idea of maximizing my marketing dollars. (True confessions: I was probably the kid who screamed ‘mine, mine, mine’ at age 3!)
Just because it's available doesn't make it right for your brand.
What is the right swag for your brand? Stop. Think.
Use your marketing dollars wisely. We're here to help.