When is a Brand not a Brand?

As most people in the market know, the National Sales Manager position at A.T. Cross is open. The company has begun the search for Vilia Johnson's replacement with ads on their website and at monster.com. This process is fascinating for several reasons, not the least of which is the unique challenge that Cross faces in selecting the "right" person.

Unlike most Brands, Cross is a highly visible player in the Promotional Products business. They have been that way for decades, going way back to Tim Carroll and even further beyond my time. Their presence with traditional "Incentive" accounts is challenged, and some major clients don't even do business with them in a material way.

So, what will the winning candidate look like? Do they find the Incentive Professional and hope that person learns the Promotional Products business? Or do they find someone versant in the PP market and hope that person can learn Branding?

There is also the subject of Cross' changing Brand image. Their VP of Global Branding comes from Tumi and Cross, and will re-invent Cross to the consumer over time. Will that mean they will value a person who's comfortable with Branding more that someone who's welcome at Jack Nadel? It's a tough decision, and the person they pick will tell us volumes about how they plan to approach the Special Markets segment for the near-to-medium term.

It's going to be very interesting--they need a Brand-savvy person with expertise and presence in the PP market. The list of potential candidates is VERY short, and most of those people are ensconced in pretty high-profile positions and/or not interested in moving to Rhode Island.

Stay tuned--it should be entertaining...