| Cole Haan: Sole Searching |
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By: Kaitlin T. Gallucci |
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 Ivan Wicksteed recently became the Chief Marketing Officer for Cole Haan, addressing the 84-year-old brand's "identity crisis." Beyond product development or even marketing, Cole Haan is struggling with its brand.
Wicksteed explains, "[Cole Haan] needs a pretty fundamental, deep dive into who it is, where it's going, and who it sells to... [the first] priority was to really try and figure out what the soul of the brand is all about; try and get to the heart of why this brand exists."
Why does your brand exist?
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