Martha Stewart Living Omnimedia (MSLO), branded and integrated content and media company dedicated to "enhancing the role of a housewife," went public October 19, 1999, creating a company with a market value of $ 1.73 billion, and the share is worth 1.2 billion Stewart dollars. Aretha Jackson, president of a private investment company, should counsel clients on how to invest in MSLO - precarious prospects in light of the steady downward dip in performance with MSLO stock IPO. Risks set out in S-1 filing company also underlined the special problems of a manual "man-brand." Can the company experienced Stewart? What if Stewart's reputation or image has been tarnished? How, in fact, nothing reputation Stuart affect the value of the brand? Jackson needs to understand that the value of the Martha Stewart argued, and for whom, at the same time coming to grips with the meaning of management principles that are applied in the "Managing Martha," the man and the brand. Cultural significance with the management point of view, the person-brand context is unique in that it was to consider two important sources of meaning, both of which need to be addressed: 1) public company (person) and 2) private (individual person). also considers that particular value management issues multivocality brand proposition: that is the embodiment of a few, and possibly conflicting, values within the same brand for different audiences. This is an important point of managing a theme as it includes commitments MSLO from K-Mart and develop ideas for future expansion of the line. "Hide
by Susan Fournier, Laura Winig, Kerry Herman, Andrea Wojnicki Source: Harvard Business School 32 pages. Publication Date: April 24, 2001. Prod. #: 501080-PDF-ENG
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