A split means more work for the Barnes & Noble brand
Tom Dougherty, CEO – Stealing Share
18 March 2013
Plus, I’m not even sure it’s a good idea
Barnes & Noble Chairman Leonard Riggio is making a bid to separate the company’s retail and online businesses.
Question is, how will this affect the Barnes & Noble brand?
“If the split takes place it’s critical that the two ends of the business adhere stringently to brand standards. Every detail matters when creating brand preference.”
Investors are clearly heartened by the announcement. Stock in the company jumped 17 percent simply on rumors of the move. Investors seem to see the Barnes & Noble brand’s current split personality – half retail bookseller, half online retailer – as a negative.
How smart is a Barnes & Noble brand split?
They may be right business-wise, but a division like this could hurt the brand.
A lot depends on the moniker. If the Barnes & Noble brand stays with both ends, the company will continue to be seen as one by the public. Any inconstancies in how the two businesses are run have the potential to hurt the entire company.
Barnes & Noble should proceed with caution. If the split takes place it’s critical that the two ends of the business adhere stringently to brand standards. Every detail matters when creating brand preference.
Slip up and Amazon is the winner.
Brand Blindnes is Brand Loyalty Tom Dougherty, CEO - Stealing Share 27 April 2017 Brand loyalty and brand blindness Did you know that brand loyalty is a form of brand blindness? Even though most of us believe we act rationally, self-identification is a form of...
ESPN layoffs next step to its doom? Tom Dougherty, CEO - Stealing Share 26 April 2017 ESPN layoffs demonstrate lack of vision The ESPN layoffs announced today came as no surprise. But it still hurts to see good people let go. The number of layoffs and length of tenure...
Research mistakes are preventable Tom Dougherty, CEO - Stealing Share 25 April 2017 Research mistakes. No excuses. Making research mistakes is easier than ever. And these blunders can mangle and mislead brands. Especially brands that are looking for opportunities to...