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Mike Toth and the art of branding

In the 1980s, a company called Popular Club Plan hired a young marketer named Mike Toth to remake the stolid image of its men’s and women’s clothing line. For three weeks, Toth worked 12 hours a day with the company’s owner crafting a new identity and name for the catalog business.

It was a time of buttoned-down, pressed clothes, and Toth shook things up. “We roughed it all up and let the wrinkles and the dirt add to the patina and real nature of the clothing,” he says.

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