We live in a modern age of digital marketing and free-style new media communication never undreamt of by our marketing predecessors, but unparalleled in both immediacy and controllability by our contemporaries. In a recent recession, where familiar and new age companies struggled for their corporate survival and start-up success, some companies managed to seamlessly adapt and continue much as they always have. Such companies serve as landmarks in our international marketing landscapes, but their formula for success has not been easily emulated. What then may be the secret of their survival and enduring class?
In a short case-study analyzing the marketing landscape apparent in over 175years, it was found that one such strategy for international survival, was one of choosing to advertise at critical juncture iconic moments to create an enduring and memorable brand consciousness in the global market. That company was the luxury good diamond merchants Tiffany & Co., and an explication of the ‘Iconic Marketing Formula’ strategy that appears consistently throughout their marketing campaigns, both in quantity and longevity, can be found in the forthcoming paper:
Cowley, M. (2016). How marketing communications has changed in the digital age: A case-study of Tiffany & Co.’s ‘Iconic Marketing Formula’. See the Managerial Marketing eJournal, Sept, 2016, and the Business History eJournal, Oct, 2016.
(To access the paper click on the hyperlink). SSRN Business Network eJournal Series, Sept 2016.
Author: Michelle B. Cowley PGDipStat BA DPhil, RSS Fellow 2012-