Case Study: Brooks Brothers on the Cutting Edge

Brooks Brothers Specialties

Branding on Pages Two and Three

For most catalogers, Brooks Brothers’ Chief Marketing Officer Friedman says, “Giving up pages two and three for PR doesn’t cut it economically.” And when he arrived on the scene, these two pages could have been any spread in the book. But Friedman believes it’s important to make the customer feel absolutely comfortable and to buy into the corporate philosophy. For example, in the holiday books, the shopper is reminded of the elegant gift boxes; the gift card (a handsome piece of plastic that works like a debit card and replaces the old gift certificate, which was cumbersome if you wanted to use it in more than one department); the incredible service on last-minute gift shopping; the monogram option; and of course, the URL splayed in huge type across both pages.