From Adweek · Adweek Staff · · 40s
Legacy Brands Reimagined
How Ken Ohashi and Marisa Thalberg turn iconic retail brands into modern relevance.
In brief
How Ken Ohashi and Marisa Thalberg turn iconic retail brands into modern relevance. Ken Ohashi and Marisa Thalberg share strategies for making legacy brands relevant through product reinvention and cultural alignment. Originally reported by Adweek.
Legacy Brands Need Modern Relevance
Legacy retail brands have decades of recognition, emotional connection, and cultural history but require clear positioning and product reinvention to stay relevant.
Eddie Bauer's Lifestyle Shift
Eddie Bauer repositioned from technical outdoor gear to a lifestyle brand using an 'off the mountain' framework to uncover hidden brand momentum.
CEO-CMO Partnership Critical
Ken Ohashi transformed Brooks Brothers to profitability in under two years through strong CEO-CMO trust and strategic creative decisions.
What matters most
Ken Ohashi and Marisa Thalberg share strategies for making legacy brands relevant through product reinvention and cultural alignment.
