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» Brand positioning from IMPACT®
There's a really good post yesterday on Valeria Maltoni's Conversation Agent blog all about brand position and looking at the case of Tiffany Co. It's also worth looking at the comment by gianandrea facchini that what makes gucci profitable is [Read More]


Ah so that's what made those bracelets so hot! I'm not in the 'teen'demographic by a long shot so this tipping point missed me.


Yes, that is the point Gianandrea was making and what puzzled me about Tiffany's decision to forsake some of its success with the silver line of products.

Armani used the Emporio concept to sell an edgier version of his fashion to a younger crowd; it's working in both keeping the name brand awareness and maintaining the cache for the premium brand.

I didn't buy anything this trip. I was conducting field research remember?

I'm a big believer in finding ways of bringing very high end luxury brands to a larger audience -- Gianandrea's note about Gucci wallets explains this well.

Making a high end brand "accessible" is one thing -- making it "mass market" is usually disastrous. Owning Porsche sunglasses is relatively cheap compared to owning a 911. But you can own a little piece of the Porsche cache, and that's worth it. This is a first step in trading people up and into a brand.

So what did you buy? Come on. Tell us.

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