Standing Out in the Crowd

Symbols such as the Nike "swoosh," the Coca-Cola logo, and the Tiffany Blue box are immediately recognizable to consumers on both an intellectual and emotional level, and each immediately sets the product apart from its competitors. But how does one achieve that stature? "It's a process," says Andrew Sacks of AgencySacks, a New York advertising agency that specializes in luxury brands. "Our business is an art, not a science, which makes it more difficult." Although there's no formula for creating a successful brand advertising campaign, advertising experts do follow certain procedures to develop such campaigns. The idea. Sacks, whose clients include Verdura, Lazare Kaplan diamonds, and Cartier, says that in many cases, particularly in the jewelry industry, the most important element of a brand campaign is missing—the idea. "The idea behind the campaign, the idea behind the mess

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