Business Services Industry
Refining Image Is Crucial as Bombay Co. Sets Sights on $1 Billion Milestone.
Knight Ridder/Tribune Business News, September, 2003
By Heather Landy, Fort Worth Star-Telegram, Texas Knight Ridder/Tribune Business News
Sep. 8--FORT WORTH, Texas--The turnaround job at Bombay Co., which has breathed new life into the furniture chain's sales growth and stock price, is moving into a decidedly more touchy-feely phase.
A fresh advertising slogan debuts this month: "What Part of You Lives in Bombay?" Stores, catalogs, business cards and customer charge cards will incorporate a new marketing vocabulary, tying the company's image to words such as "romantic," "whimsical," "adventurous" and "welcoming."
Newspaper inserts, which reached 4.5 million people last year in three metropolitan areas, will be redesigned and sent to 25 million people in 21 major markets.
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