Today’s Herald has an article that quotes Coriolis’ Tim Morris:
“The value of two top brands has been tested in New Zealand recently – the international brand adidas and one of NZ’s best-known companies, Telecom…
Another local name did well out of the adidas fiasco – Rod Duke, owner of the Rebel Sports chain, thanks to his very public protest about the cost of the All Black jersey, says Tim Morris of the consultancy Coriolis Research. Duke discounted the jerseys in Rebel Sports stores to show his empathy for customers.
In doing so, Duke emulated similar French and British retail marketing campaigns, pointing out to the general public that that they were being ripped off, says Morris.”