Brands & Branding and Private Labels Case Study

The Redemption of Martha Stewart

OR

Abstract:
MarthaStewart (Martha), Chairman and CEO of Martha Stewart Living Omnimedia (MSLO), is also the company’s flagship brand. After Martha resigns following charges of insider trading, MSLO distanced itself from brand Martha. Martha’s operatic fall and a successful return raises signficant questions about the notion of personal branding where the company’s founder or CEO is in effect its brand. Even as analysts write her off, Martha is determined to make a comeback and revive MSLO’s fortunes. The case outlines Martha’s startegy in reviving brand Martha to its former glory. Is the subsequent decline in her popularity a result of brand Martha being overexposed?

Pedagogical Objectives:

• The case discusses personal branding strategy, its advantages and pitfalls.

Keywords : MSLO, Martha Stewart, ImClone scandal, personal branding, The Apprentice, magazines, prison, KB Homes, Charles Koppelman, comeback strategy, Brands & Branding Case Study, subscription revenues, image management, Martha Stewart Living, Martha Stewart Rules, reformed woman