It's really hard to love Coach these days. When they first started offering logo-covered sneakers and the like, we actually appreciated that an American luxury goods company was doing something playful, almost subversive with its own brand. The problem is that somewhere along the line, this seems to have become the primary focus of their business. Oh, they still sell luxuriously soft (if Chinese-made and overpriced) leather briefcases and duffels, but you'd never know it if you're on their mailing list or if you are a regular consumer of their site or ad campaigns. By all appearances they are now a vendour of gaudy baubles and trinkets who occasionally, quietly crank out some classic luggage. This is a case study on how to turn your brand from aspirational to ordinary.