Every day for the rest of your life: Bringing a new metal to the bridal jewellery market

Daniel J. Scott

Journal of Brand Strategy, 2012, vol. 1, issue 3, 268-278

Abstract: This paper reviews the ‘rush to market’ success of a new metal targeted at bridal consumers. It showcases how proper product (and competitor) facts positioned strategically will provide strong net gains. By monitoring social media platforms, bloggers and influencers were found to be manifesting organically. Online and in-store brand ambassadors started to combat brand challenges on a local to global level. In some respects, they evolved into unpaid, ‘field marketing representation’. Proper monitoring in this situation allowed the team to learn from these modern-day focus groups and make a beeline to brand victory.

Keywords: designer bridal jewellery; wedding rings; wedding bands; vow; commitment; unconventional (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2012
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Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2012:v:1:i:3:p:268-278

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