Climbing out of the bargain basement: BiWay attempts to shed its dingy bargain store image
Coalition [ko-u-li'-shun]: n. union, fusion; a strong, politically charged word seldom used in the predominantly price-and-item camp of retail advertising. Until now. BiWay is attempting to shed its 35-year-old legacy as Canada's dingy bargain-retail chain. It is undergoing an image transf...
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Published in | Marketing magazine (Toronto) Vol. 102; no. 33; p. 4 |
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Main Author | |
Format | Journal Article |
Language | English |
Published |
Toronto
08.09.1997
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Subjects | |
Online Access | Get full text |
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Summary: | Coalition [ko-u-li'-shun]: n. union, fusion; a strong, politically charged word seldom used in the predominantly price-and-item camp of retail advertising. Until now. BiWay is attempting to shed its 35-year-old legacy as Canada's dingy bargain-retail chain. It is undergoing an image transformation that includes an ad campaign featuring the "Coalition of BiWay Shoppers." The campaign was developed by the Toronto office of Taxi Advertising & Design, which won the account last April. |
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ISSN: | 1196-4650 |