Strategy and Sausages:
A British Strategic Planner in Germany
Friday, 13 May 2016
Dressed to kill?
Not many weapons have the status of a brand, but Kalashnikov is surely one that does.
The heat has been on for the last few months for the Russian arms producer, as Western sanctions will limit sales in Europe and the US. These markets had historically accounted for 70% of hunting and sporting weapons sales.
In a branding move worthy of the best capitalist brands, Kalashnikov plan a diversification into - wait for it - fashion. Apparently, 60 stores will open in Russia by the end of the year.
Mind-boggling as it may sound, it's actually a worryingly good idea. Look at the success Caterpillar had diversifying from diggers to boots and apparel.
When I was little, I wanted to be a spy. I got off to a good start, studying Psychology at Trinity College, Cambridge but somehow got side-tracked into the wonderful world of advertising and marketing.
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