Lauck to draw on brand training in FootAction post

Cuneo, Alice Z.
April 1999
Advertising Age;4/12/1999, Vol. 70 Issue 16, p21
Trade Publication
This article presents information on the actions taken by John Lauck, vice president-marketing at FootAction in 1999 to help steer the company to a brand vision. Besides hiring a marketing director whose roots are in package goods, FootAction separated the merchandising and marketing functions, allowing Lauck to report directly to top management and not through the merchandising department. Lauck admitted that the ups and down of fashion has been unkind to FootAction. In addition to this, FootAction also deals with the sameness among the competition and the little help it gets from co-operative advertising. Since the company's advertising account is not slated for review yet, Lauck conducted consumer research to learn more about the underpinnings of trends affecting the industry.


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