Hasta La Creative!

When Doug Zarkin grabbed the reins as CMO of Pearle Vision five and a half years ago, he found a 55-year old brand that was “stuck in the death spiral of where brands never want to live — in the middle.” By Zarkin’s count, the brand had gone through 10 different positions, 10 different reasons to believe — none of which caught hold in the preceding decade. He was also greeted with a letter from a franchise owner that said, “Dear Doug: Welcome to Pearle Vision, I hope you suck less than the last person who had your job!” In our interview below, you’ll see how Zarkin rose to the challenge and helped guide Pearle Vision into a clear positioning and a winning execution.

When you first got to Pearle Vision and recognized the need for a new positioning, how long did you give yourself?

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