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Tweet Post Share Save Buy Copies Print I’m a brand guy. I spent 28 years at Procter & Gamble in brand management. I led the integration of P&G’s $57 billion acquisition of Gillette, and then I ran that division—one of P&G’s most profitable—for six years. It was a high-visibility assignment, so I started to get calls about CEO jobs. Most of them weren’t very interesting. Then, in late 2010, I was at a hotel in Beijing for a quarterly meeting of our leadership team. A headhunter I knew called. She said, “I have something you may be interested in.” I rolled my eyes—how many times had I heard that before? “OK, what is it?” I asked. “Levi Strauss,” she replied. My one-word response: “Wow.”

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world’s largest maker of pants, noted especially for its blue denim jeans called Levi’s (registered trademark). Its other products include tailored slacks, jackets, hats, shirts, skirts, and belts, and it licenses the manufacture of novelty items. The company is headquartered in San Francisco.

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Even though most of our products were sold in department stores, Levi’s had 2,700 of its own stores around the world, plus an e-commerce website. When I walked through department stores, I saw that our brand wasn’t consistently showcased. But in our own retail stores, of course, we controlled the experience, and we got higher margins on sales. So we needed to grow sales in our brick-and-mortar stores and on our website as well—because over time more apparel sales would be online.

A copy deck is a single document (usually written in Microsoft Word) that contains all the necessary bits and bobs for a given copywriting project. The term 'copy deck' is often used in advertising agencies, where it's also known as a 'copy platform

A copy deck is a single document (usually written in Microsoft Word) that contains all the necessary bits and bobs for a given copywriting project. The term 'copy deck' is often used in advertising agencies, where it's also known as a 'copy platform