pplater
5425
What is that potential?...
RJ in its short life has gone out of its way to carve a very particular niche. Its product polarises views: let's agree for the moment to describe it neutrally as 'avant garde'.
As the lovechild of a group of venture capitalists this was not an accidental positioning: it was clinically calculated to capture specific market-share and to return a profit. Accordingly, the (not inexpensive) pieces manufactured in that time - the entire RJ catalogue - carry the brand's very strong DNA (no pun intended).
Presumably, RJ is not about to abandon that hard-won and hard-established territory. If that is right, then Mr. Emch will be obliged to give the market 'more of the same'. This is not an old or obscure brand ripe for resuscitation (Concord?); this is not a brand which has lost its way and is returning to the path (some might say Zenith); it is not a drifting brand which will benefit from clever marketing and freshening-up of the product line (J*D). Whatever one may think of it, RJ is very deliberately doing what it set out to do and surely any shift in direction will serve only to alienate its supporters and devalue the brand.
If any of this is right, then what is the potential for Mr Emch to stamp his own impression on RJ - as much as that might be a very good thing?
Cheers,
pplater.
Romain Jerome appoints Manuel Emch as its new CEO
Manuel did a great job with JD.
What is that potential?...
