Throughout a long history of dazzling jewelry, like a blooming flowers and the light Ancient books Hundreds of years to elaborate on the aesthetic and luxury Life Doing precise interpretation. Continuous distillation and combustion, so that jewelry has brought the good wishes of mankind turn into love, distinguished emblem sign, until eternity.
However, what is the force driving the brand’s heritage of these jewels and development? What makes certain jewelry brand evolution for the exclusive, exquisite, love the voice it? Here, the author from Cartier, Tiffany, three international brands century edge promotional strategies, for example, for the international jewelry brand, revealing the bright years of classical mythology.
Perform noble imperial jeweler excellence Cartier (cartier) stories from 1847. Luis François Cartier (LouisFrancoisCartier) under the master disk jewelry shop in Paris, formally established the Cartier jewelers, then Paris, after the throne of contention after some turbulence also restored the old flashy Huadu weather, greatly promoted the prosperity of the Paris jewelry industry. Cartier fortunate to have young cousin of Napoleon III, Princess Mathilde’s recommendation, business is growing. In 1902, Cartier opened a shop has moved from Paris to London and New York, New York has become the headquarters of the Kingdom of Cartier. According to legend, only two generations of father and son, Cartier has become the world’s “King of Jewelry.”
Course, Cartier opportunity to catch up with the times, but the real achievements of the unique qualities of the Cartier is an elegant extension of its strategy?? Noble, mystical interpretation of the story.
Exclusive interpretation of the story 160 years of glorious history, from Cartier’s many legendary voice?? Royalty and celebrities. In 1915, the Prince of Wales Prince specially ordered from Cartier 27 corona Headdress And he was crowned Edward VII’s ceremony wearing. Two years later, Edward VII bestowed the Royal Cartier certificates of appointment. Since then, Cartier has gradually been Spain, Portugal, Russia, Belgium, Egypt and King rooms certificates of appointment, as the royal “Queen’s jewels” provider.
1936 12 months, following a bit less than a year of King Edward VIII and divorced twice to the U.S. civilian woman married Mrs. Simpson, resolutely abdicated. Brother, Edward VIII George VI to the throne, the awarded him the title of Duke of Windsor. In order to express love, the Duke of Windsor inspired Cartier design company Duchess of Windsor, four jewelry, namely, “Cheetah” brooch, “BIB” Necklace “Tiger” long handle Glasses And “duck head” brooch.
Royal and noble the mystery is all Public Class has been the inquiry could not reach, Cartier strengthened through continuous relationship with the royal family and nobles, it gradually went down to the luxury business class in order to get the “jeweler of the emperor, the Emperor jeweler” in the world, and eventually condescending attitude to lay a foundation for luxury.
Product interpretation of the story
Addition to be added with noble honorable to improve the brand image, Cartier jewelry is also made for each series, the most accurate and extravagant interpretation of whole-hearted story of building products. Cartier “Love” bracelet series, a symbol of faithful love and conviction, a few years, “Love” bracelet charm always makes Xinjing shake. By its oval design began, as if a love of the “chains”, representing the specificity of each other and may never affectionate. Subsequently, many stars as the “Love” bracelet series of loyal supporters, such as Elizabeth Taylor, Sophia Loren and so always wear “Love” bracelets. In 1924, Cartier designed the famous poet JeanCocteau unique shape and deep rich flavor Cartier ring ring … … In 2003, Cartier launched the “Kiss of the Dragon” jewelry line, his inspiration came from China traditional cultural and Arts Will be some of the most simple everyday things such as wishful unusual knots, wind chimes, button lock, and the classic “Dragon” style is interpreted as a symbol of happiness and good fortune, success and permanent jewelry treasures.
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Tidal. Yahoo Screen. “Speed 2: Cruise Control.” Your brand?
Some brands are so undifferentiated from other options, so derivative of competitors, the reaction they get from consumers is a shrug of the shoulders and an “Eh, why bother?”
Let me give you an example.
The “Why Bother Brand”
A burrito/Tex-Mex/Southwestern place recently opened in my neighborhood called Barberitos. I’d seen a few ads for it while flipping through local publications, and every time I did, I had the brief “Eh, why bother?” thought. After all, there were already enough perfectly fine burrito places, and this one didn’t seem any different. I always secretly thought about it as the perfect example of a “Why Bother Brand.” But just today, I got some data to back up my assertion …
Walker Ragland, Marketing Operations Specialist, MECLABS Institute (you may remember Walker from his social media test we wrote about in April), posted a Barberitos printout in our office and was boasting about just how good the food was there. That prompted Marketing Events Specialist Susan Warren to look it up on Yelp.
Out of 24 reviews, 15 compared Barberitos to a similar quick-serve restaurant, Moe’s Southwest Grill:
“It’s just like Moe’s Southwest Grill down to the T. The price is the same as Moe’s and so are all the food options (including the salsa bar).”
“Pretty much just seems like a dupe of Moe’s.”
“It’s very similar to Moe’s.”
“I thought it was an off brand Moe’s.”
Ah … so I wasn’t the only one who thought of Barberitos as a Why Bother Brand!
Now according to Walker, the food is exceptional. So much so that he printed out coupons and handed them out to everyone in the office. Every restaurant should make food that’s so good that it creates ambassadors like Walker. And as our research has shown, word of mouth is one of the most popular ways customer discover new products.
You can’t taste an ad
But if you’re running prints ads (like the Barberitos ads I saw), or have a website, or do any other form of paid promotion, good food and a quality product isn’t enough. The goal is to communicate the perception of that quality, along with the exclusivity of your offer. Potential customers don’t know what the resulting experience of purchasing your product is really like, they only perceive what you communicate with your marketing.
This doesn’t mean I think Barberitos print ads are a total failure. After all, they do raise awareness. When Walker mentioned Barberitos, I had seen enough of the ads to know they had a location in my neighborhood, so I was curious what Walker thought.
Also, you can have a viable business as a Why Bother Brand, at least for a short time. If the demand is high enough to consume all of the supply offered by your brand and the other Why Bother Brands, you will see profit … at least for a time. For example, during the fro-yo craze, there were frozen yogurt shops everywhere.
But your margins will be challenged. And if demand drops, or a disrupter with a strong brand enters your industry, your business will be doomed.
Another example where Why Bother Brands can be successful is when a convenient location is more important to the customer than a unique value proposition. Nail salons and laundromats are a great example. However, in this case too, a disrupter with a unique value proposition can upset the apple cart. For example, Starbucks.
Plus, if you’re running marketing and advertising and have a website, you should optimize them for effectiveness and not settle for good enough.
So, what ingredient was missing from Barberitos print ads?
How to avoid being a Why Bother Brand
According to MECLABS Institute’s patented methodology, the higher the appeal and exclusivity of a brand, product or offer, the more impactful the value proposition.
In Barberitos’ case, the appeal is pretty high for its ideal customer. How much do I desire this product? I love burritos, so a whole heck of a lot!
However, the exclusivity is almost nonexistent. Where else can I get this product? Several other places, including Moe’s.
To increase the exclusivity, and therefore the force of the value proposition, Barberitos must not only advertise its appeal but also its exclusivity. This may already exist, and there is hidden value that isn’t communicated in the advertising. Or it may make sense for Barberitos to tweak its business model to create exclusivity that is valued by the customer.
To give you an example in the same industry, look at Chipotle. The Mexican grill chain has recently had a few challenges with food safety that have to do more with operations than marketing and value proposition. But if we look back a few years to 2011, the chain reported a 25% profit margin! According to the “2010 Operations Report” by the National Restaurant Association and Deloitte & Touche LLP, the typical profit margin for a limited service restaurant was a mere 6%.
Why the huge difference? I would argue that a great deal of Chipotle’s success could be attributed to its value proposition. It had the same appeal as other burrito joints, but oh the exclusivity – food that’s a little higher quality: “food with integrity,” “real ingredients just taste better” and “simple, fresh food without artificial flavors or fillers.”
In fact, if you go to the Chipotle homepage today, you are clearly and boldly greeted with a message derived from that value proposition, which, when you click on it, leads to further support of that value prop – “Process not Processed: Step into our kitchen and see how it’s done.”
Do you have a Why Bother Brand?
How about your brand? Could your customers pick it out of a police lineup? Is an exclusivity factor pervasive through all of your marketing – from prints ads to website? If you’re unsure, here are a few steps you can take:
By doing this, you’ll give people a reason to get up off their couch, get in their car and try your unique burrito.
After writing the rough draft of this blog post, one of our research analysts came by the content area and noticed a Barbaritos mention on a white board.
She said, “Oh, yeah, I used to eat there because they were the only place with ground turkey burritos. But not anymore, since they got rid of it without saying why.”
Ironically, this would be the perfect example of what I discussed in this blog post — some element of exclusivity.
In fairness, Barbaritos might have found the ground turkey option unprofitable, so I only mention it as an example. Her instant, unprompted reaction when discussing the ground turkey — they offered a value that I couldn’t get elsewhere which made me want to be their customer — is the resulting experience of a successful value proposition with exclusivity and what our brands should elicit from our ideal customers.
You might also like
Value Proposition Optimization Webinar: 7 real-world B2B and B2C webpages analyzed to help you best message your “only-factor” [MECLABS Institute, Webinar]
Search Engine Marketing: Finding appeal for your PPC Ads
Do You Have the Right Value Proposition? How to test, measure, and integrate your Value Proposition online [From MarketingExperiments Web clinic]
Value Proposition Development online course [From MECLABS Institute, parent company of MarketingExperiments]