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Jim Ackerman: I Usually Don’t Believe in ‘Brand-Building’ … But Here’s a Case Where It Worked Beautifully

Harris Jeweler gets it right with a print advertisement that delivers genuine impact for its investment.

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Marketing expert Jim Ackerman is no fan of “brand-building.” He likes to see advertising pay for itself.

But sometimes, brand-building works, and works well, he says.

In the attached video, Ackerman shows an example of an ad that got it right.

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Retiring? Let Wilkerson Do the Heavy Lifting

Retirement can be a great part of life. As Nanji Singadia puts it, “I want to retire and enjoy my life. I’m 78 now and I just want to take a break.” That said, Nanji decided that the best way to move ahead was to contact the experts at Wilkerson. He chose them because he knew that closing a store is a heavy lift. To maximize sales and move on to the next, best chapter of his life, he called Wilkerson—but not before asking his industry friends for their opinion. He found that Wilkerson was the company most recommended and says their professionalism, experience and the homework they did before the launch all helped to make his going out of business sale a success. “Wilkerson were working on the sale a month it took place,” he says. “They did a great job.”

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