The Sharper Image
The Sharper Image
When The Sharper Image filed for bankruptcy in early 2008, a group of private investors saw an opportunity to resuscitate one of America’s most iconic brands, not as a retailer, but a global licensor. Instead of owning and operating a chain of retail outlets, The Sharper Image would instead live as a brand with new products that will be sold across many different sales channels.
Kwittken & Company shaped a “Phoenix” strategy to reintroduce The Sharper Image to key media and influencers. Through a series of licensing agreements with new partners, as well as background briefings with The Wall Street Journal, The New York Times, New York Post, Reuters and Associated Press, KCO strategically orchestrated the brand’s comeback story.
Furthermore, KCO leveraged the 2009 International CES expo, the largest consumer electronics show in the country, to introduce a new line of Sharper Image products, to consumer electronics, retail and business influencers. As a result, more than 100 journalists and bloggers were reacquainted with The Sharper Image and its new products. The Wall Street Journal reported on “Sharper Image’s Second Life” and The New York Times reported, “Sharper Image Stores Are Dead, but the Brand Goes On”.
Media Placements
THE WALL STREET JOURNAL ONLINE
THE NEW YORK TIMES
THE NEW YORK POST
