Diary - Investors fail to embrace naked CEO

Over-the-top publicity stunts and outrageous ads often come back to bite a company on the butt, a lesson recently learned the hard way by Beyond.com.

Over-the-top publicity stunts and outrageous ads often come back to bite a company on the butt, a lesson recently learned the hard way by Beyond.com.

Over-the-top publicity stunts and outrageous ads often come back to

bite a company on the butt, a lesson recently learned the hard way by

Beyond.com.



The Silicon Valley software e-tailer, best known for its ’Naked Guy’ TV

spots and CEO Mark Breier’s near-nude appearance on CNBC last year, has

lost its shirt on the stock market as well, with shares plummeting 75%

over the past year. Amidst the bad news from Wall Street and huge

third-quarter losses, the company announced the layoffs of 75 full-time

employees - and Breier’s resignation.



Further icing on the irony cake: nearly all of the stories published

last week about Beyond.com identified it as the company whose CEO

appeared on TV in his skivvies. Some even dredged up the photo of a

shirtless Breier on CNBC.



Perhaps Lise Olsen, who served as Beyond.com’s head of corporate

communications during the Breier-in-boxers stunt, saw the writing on the

wall - three months ago, she jumped ship to the decidedly more

conservative BarterTrust.com.



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