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Why So Many People Like Beautiful Tiffany Jewelry
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The founder had a vision distinctive product, distinctive store, distinctive color (it was he who introduced the robin's egg blue)-has made sustaining the brand a lot easier. Not to mention the good fortune of the regal sounding name, Tiffany. Somehow, Charles Louis Humperdink might not have stood the test of time. Furthermore, the products themselves make branding easier. If brands are meant to distinguish products and services in a crowded marketplace in which everything is becoming commoditized, jewelry really can be differentiated; diamonds and pearls do differ in worth. No mention its exquisite Large Elsa Peretti Sevillana pendant and Medium Elsa Peretti Sevillana pendant . Sales executives at other companies struggle to find ways to quantify their added value. Jewelers call in the appraiser to do that.
But if there is such a thing as authority marketing (as there is database marketing, guerrilla marketing, integrated marketing), Tiffany has mastered it. That, too, was Charles Louis Tiffany's legacy. "He was interested in making sure people understood what they were looking at," Sandecki says. "I think he had a feeling that he wanted to be distinctive, that people could trust and look to the company."
- This page was last modified 06:19, 7 November 2009.
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