In Farquhar's article he talks about the brand gremlins and discusses what it is and how it affects the industry. Brand gremlins are people who are involved with a certain organization that doesn't really help them but instead diverts them on a tangent in regards to their goals. So organizations such as Sears Clothing, Woolworth, Conway are such examples or department organizations that have ran out of business or declared bankruptcy. However there are companies that have survived these brand gremlins such as Best Buy, Macys, Nordstrom, Saks 5th Avenue have all survived or have yet to experience these Brand Gremlins.
Just like in the movie, the Brand Gremlins ruin a company and can take it from a powerful company into a bankrupt one. Every now and then we hear these things happen and find out the person(s) responsible for these mishaps. Perhaps that this is a good thing for our society because with every death of a department, comes out a new one. Also, with new brands come out new Brand Gremlins....a new breed.
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