Bringing a Dying Brand Back to Life外文翻译.pdfVIP

FIRST PERSON The Harlem Globetrotters have thrilled audiences for 75 years with their athleticism ar)d showmanship. But in 1992, they were nearly extinct-until a Honeywell executive who had played for the team in the 1960s had a vision that would keep the magic, and the brand, alive. Bringing a Dying Brand Back to Life OMETIMES IN BUSINESS , a gOOd by Mannie Jackson Sbrand dies. Everyone knows and respects the brand, but tberes a gap who were also close friends of mine, between peoples knowledge and their and we got a group of investors to- desire to actually buy the product. gether - mostly friends and business When the company cant close that gap, connections Id made during my 25 the brand slowly but surely finds its way years at Honeywell. We convinced them to the dustbin of history. that the Globetrotters organization was In 1992, the Harlem Clobetrotters worth buying. And over the years, weve were heading down that path, but I been able to convert peoples knowledge thought I could get them back on the about the brand into a strong financial right road. I was convinced the brand still bad return. Weve closed the gap and saved the Globe- value