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Guilty Verdict Jeopardizes Martha Stewart Brand.
Knight Ridder/Tribune Business News, March, 2004
By Robert Weisman, The Boston Globe Knight Ridder/Tribune Business News
Mar. 6--Now the question is: What verdict will consumers deliver to the Martha Stewart brand?
With the 62-year-old domestic diva's conviction yesterday, Martha watchers said her magazine, television show, and home fashion line could fall out of style faster than her company stock.
"She represents a fashion-oriented business where image is so important," said Kathleen Seiders, marketing professor at Boston College's Carroll School of Management.
"She's not only the brand, she's the image. And that has the potential for rapid deterioration."
Wall Street banked that the former chairwoman and CEO of Martha Stewart Living Omnimedia Inc. would be...
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