When Doug Zarkin arrived at Pearle Vision in 2012 as vp/CMO, “the business wasn’t moving in the right direction. And that’s an open invitation to think differently.”
A quick check of the competitive set, he told delegates at the Association of National Advertisers’ (ANA) 2018 Data and Measurement Conference, “told us that we were in the death zone from a brand perspective. We were stuck in the middle, which meant we meant absolutely everything to everybody, which meant we meant nothing to nobody.
“And there was a reason. This brand had five different brand positionings...