ALAN BURKS; CHIEF MARKETING OFFICER, HAGGAR CLOTHING CO.

Daily News Record, May, 2005

Alan Burks, executive vice-president and chief marketing officer, Haggar Clothing Co., drew a chuckle from the audience at the DNR Menswear CEO Summit when he threw out the apparently meaningless brand name "The Sarbanes-Oxley Collection for clothes you can't shred."

He was making a point that a brand "distinguishes your goods in the sea of retail space." Unlike Burks' fictitious label, Haggar's track record is totally the opposite. In his opinion, there isn't a substitute for a brand, which Burks demonstrated by flashing a picture of a can of Coca-Cola and a generic store brand.

The marketing pro swung into a discussion of "the fashioning of brands and the branding of fashion," talking about the strategy of building a brand -- from the initial...

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