The Culture – Brand Continuum INSIGHT There are a number of important differences between Myer and Zara. Myer has 67 stores in Australia, while Zara has some 1400 stores around the world. Myer struggles to maintain profitability and has an uncertain future, while Zara is performing very well and expanding. Myer was a good business […]

The Culture – Brand Continuum INSIGHT There are a number of important differences between Myer and Zara. Myer has 67 stores in Australia, while Zara has some 1400 stores around the world. Myer struggles to maintain profitability and has an uncertain future, while Zara is performing very well and expanding. Myer was a good business 15 years ago, while Zara is a great business today, and will almost certainly remain so. There is another important difference between Myer and Zara. Myers spends tens of millions of dollars each year on advertising to promote its brand, while Zara spends nothing – that is right, Zara spends nothing on advertising to promote its brand. Myer has been unsuccessful in creating a sustainable brand through advertising, while Zara has created a highly successful brand without advertising. The Myer – Zara comparison points directly to the merits of investing in developing a culture that…