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" ... 1. The brand has many core elements that can be contemporized. Its core spirit is compelling regardless of age cohort: Harley-Davidson is a mindset, a set of attitudes not an age group. Basic values are enduring and cross age groups. Baby Boomers will feel rejuvenated, and younger riders will connect. Deloitte, the professional services accounting company, recently published survey results that indicate the degree to which there is “cross-generational crossover” when it comes to attitudes and behaviors. ... "
" ... But "The Shack" became successful because it was supported by repositioning Radio Shack as a cutting edge store for mobility products and other top of the line consumer electronics. Brand measurements suggest that two years after the start of the campaign (or as Lee prefer to describe it, "a creative platform"), the brand is being contemporized, and the perception is one of modernity. In fact, the campaign has been so successful that Applbaum is concerned that the pendulum is swinging too far away from the traditional base, and he wants to make sure that the brand message is balanced. ... "
" ... Expect to see Converse continue to use Nike technologies but use Converse design in defining a style — on and off the court — unique to the brand. That was first seen with the All Star Pro BB, a contemporized and future-forward shoe aesthetic “inspired by the purity and simplicity of the first basketball shoe, the Chuck Taylor All Star,” but with modern technology fit for on-court performance. ... "
" ... This is a rare Los Angeles estate, a “contemporized update” of some of the iconic Loire Valley Châteaux, minus the castle-like turrets, reflective moats and Renaissance heritage. ... "