Say you are a premium brand in retail cosmetics such as Sephora. No, you don't have a little section in the back with the kinds of $1.99 mascara Wal-Mart stccks. In itself, that could tarnish the consumers' perception of Sephora.
So, it's puzzling that Widener University Delaware Law School would list on its jobs board a help-wanted to work part-time at Payless shoe store. The opportunity isn't in the legal department or at corporate headquarters. It's on the sales floor with the shoes. Here lawyer-journalist at Abovethelaw, Kathleen Rubino, outs this incongruity.
In this era in which law schools are competing for well-qualified students, the brand counts for plenty. Widener's has a major disconnect in how it is positioning and packaging itself.
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