New blood for an old brand

The first thing Kate Betts did when she took over Harper's Bazaar was to start gutting the staff. The second thing she did was scrap the magazine's 133-year-old logo. And that is just 6 months into the job. Bett's job is clear: Deliver Bazaar a badly need kick in the pants. Betts says...

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Veröffentlicht in:	Fortune 2000-02, Vol.141 (4), p.289
1. Verfasser:	Brooker, Katrina
Format:	Magazinearticle
Sprache:	eng
Schlagworte:	Brands Editors Employment Essays Leadership Marketing Maternity & paternity leaves Publishing industry Turnaround management Writers
Online-Zugang:	Volltext
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Beschreibung
Zusammenfassung:	The first thing Kate Betts did when she took over Harper's Bazaar was to start gutting the staff. The second thing she did was scrap the magazine's 133-year-old logo. And that is just 6 months into the job. Bett's job is clear: Deliver Bazaar a badly need kick in the pants. Betts says Bazaar is a magazine that is 133 years old with a logo that has barely been tweaked in that much time. It needs a new identity.
ISSN:	0015-8259