By  on November 3, 2008

An intensified focus on branding might be the single most important step a retailer or supplier can take to cope with the economic crisis, as well as the eventual recovery.

“The brand is the be all and end all,” Peter Boneparth, former chief executive officer of Jones Apparel Group and now a director of Kohl’s Corp., said Tuesday during a panel discussion, “Innovate/Reinvent Your Business,” at the Harvard Club of New York.

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