The CMO Brief (The CMO Connect) - Latest News and Information
Coach has eclipsed Michael Kors to become the United States' second‑largest luxury handbag brand. The turnaround is driven by a surge of nearly one million new customers, two‑thirds of whom are Gen Z or millennials, and the viral popularity of the Brooklyn bag, named the hottest product of Q4 2024. CEO Todd Ellis frames the strategy as “be their first bag,” emphasizing distribution shrinkage, accessible pricing, and cultural relevance over traditional luxury excess. The brand’s revival illustrates how disciplined positioning can rebuild demand.
Foxborough, Massachusetts resolved a standoff over roughly $8 million in security costs for the 2026 World Cup, exposing a deeper governance failure rather than a simple budgeting issue. The town demanded upfront funding while organizers promised later payment, but no concrete...
The article argues that World Cup sponsorship is often reduced to logo exposure, while the true value lies in creating immersive fan experiences in venues such as bars, fan zones, and hospitality spaces. Brands like Adidas, Visa, Budweiser and Coca‑Cola...
Recent brand moves by SKIMS, Adidas, and Bottega Veneta illustrate how leading CMOs are redefining visibility, cultural relevance, and long‑term equity. SKIMS has transitioned from a celebrity‑driven launch to a product‑focused, inclusive category leader, emphasizing operational scale and trust. Adidas...
