Brief
Ken Ohashi and Marisa Thalberg discuss reviving legacy retail brands
The Adspeak episode outlines positioning, product reinvention and CEO‑CMO trust as keys to modernising iconic retailers.
By Felo News Desk · Published
In a recent Adspeak interview, Marisa Thalberg, EVP and chief customer and marketing officer at Catalyst Brands, sat with Ken Ohashi, brand CEO of Brooks Brothers and Eddie Bauer, to explore how legacy retailers can regain relevance.
What happened
The conversation, recorded on October 8, 2026, covered the duo’s approach to repositioning struggling heritage brands, emphasizing clear positioning, product reinvention and bold creative decisions.
What the reports add
According to Adweek, Ohashi highlighted Eddie Bauer’s shift from technical outdoor gear to a lifestyle brand, while Thalberg stressed the value of listening to real customer behavior and avoiding “committee thinking” in creative work.
What was said
Thalberg told Adweek that “small, trusted teams can make better creative decisions,” and Ohashi added that “talking ‘up to’ middle‑America consumers builds trust and authenticity.”
How it came about
Both executives draw on past turnarounds—Ohashi led Brooks Brothers to profitability within two years after its acquisition, and Thalberg has a track record of reviving brands across beauty, QSR and retail.
Key facts
- Ken Ohashi is brand CEO of Brooks Brothers and Eddie Bauer. (adweek.com)
- Marisa Thalberg is EVP and chief customer and marketing officer at Catalyst Brands. (adweek.com)
- The Adspeak interview was published on October 8, 2026. (adweek.com)
- Eddie Bauer is being repositioned from technical outdoor gear to a lifestyle brand. (adweek.com)
- Ohashi led Brooks Brothers to profitability in less than two years after its acquisition. (adweek.com)
Sources
- [1] adweek.com — originally reported as “Reinventing Retail Icons: Ken Ohashi and Marisa Thalberg on Making Legacy Brands Relevant”
