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
JCK PRO

This content is exclusive to JCK Pro subscribers. Subscribe now to access this and much more with discount code GOPRO21 for $199 for an entire year of access (reg. $249).

SUBSCRIBE TO CONTINUE

Already a JCK Pro? Log in

A JCK Pro subscription is your all-access pass to people and resources on the
cutting edge of the retail jewelry industry, from the industry authority you
know and trust

Learn about the Perks of JCK Pro

Log Out

Are you sure you want to log out?

CancelLog out