Keep pulling the thread on Bracken Darrell.
The turnaround strategy for Old Spice included lowering prices, changing the product name, upgrading the product, and launching a new advertising campaign with a money-back guarantee.
Following its strategic turnaround, the Old Spice brand doubled its market share in one year, then grew an additional 50% the next year, and another 50% the year after.
The value of Logitech increased by a factor of 10 during Bracken Darrell's 10-year tenure as CEO.
VF Corporation sold the brand Supreme to Luxottica for $1.5 billion, incurring a $600 million loss on its original $2.1 billion acquisition price.
The decision to sell Supreme was driven by its poor strategic fit within VF Corporation's portfolio, as it is a fashion street brand rather than a performance-oriented one.
Bracken Darrell believes a critical strategic choice in AI adoption is deciding whether to use it to augment individual employees or to fundamentally re-engineer and potentially replace entire business functions.
Bracken Darrell considers the strategic and cultural redesign of Logitech to be the most enjoyable professional project he has ever undertaken.
Bracken Darrell believes AI will significantly augment the design process, enabling an individual to have the creative output of a team of designers.
After 11 years as CEO of Logitech and turning 60, Bracken Darrell decided to start seeking a new public company leadership role.
At Procter & Gamble, Bracken Darrell led the turnaround of the Old Spice brand, which was in a steep, multi-year decline and at risk of being discontinued.
When Bracken Darrell became CEO of Logitech, the company was in decline, had underinvested in innovation, and outsourced all of its design work.
Bracken Darrell predicts that VF Corporation can be transformed into a design-centric company within five years.