Jim Ackerman Video: I Usually Don’t Believe in ‘Brand-Building’ … But Here’s a Case Where It Worked Beautifully It’s one of the hardest things to do, but immensely powerful if you do it right. More Videos Thinking of Liquidating? Wilkerson’s Got You Covered How Jewelry Retailers Should Approach Fairmined Gold GN Diamond Presents: How To Sell Lab Grown Diamonds, Part I The Clienteling Gap — and How to Close It Share Tweet Published 4 years ago on June 25, 2018 By Jim Ackerman 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 video below, Ackerman shows an example of an ad that got it right. Related Topics: educationeducation videosJim AckermanMarketingvideo columns click to Comment(Comment) Up Next Video: Gene the Jeweler Calls This His ‘Best Trade Ever’ … But That’s Wishful Thinking Don't Miss Video: Why It’s Time to Embrace Prices Jim Ackerman Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at [email protected]. Advertisement SPONSORED VIDEO Thinking of Liquidating? Wilkerson’s Got You Covered Bil Holehan, the manager of Julianna’s Fine Jewelry in Corte Madera, Calif., decided to go on to the next chapter of his life when the store’s owner and namesake told him she was set to retire. Before they left, Holehan says they decided to liquidate some of the store’s aging inventory. They chose Wilkerson for the sale. Why? “Friends had done their sales with Wilkerson and they were very satisfied,” says Holehan. He’d enthusiastically recommend Wilkerson to anyone looking to stage a liquidation or going-out-of-business sale. “There were no surprises,” he says. “They were very professional in their assessment of our store, what we could expect from the sale and they were very detailed in their projections. They were pretty much on the money.” You may like Promoted Headlines Thinking of Liquidating? Wilkerson’s Got You Covered Wilkerson Build Your Brand with AI-Driven Custom Diamond Reports Sarine North America Inc. How Dora Makes Your Store The Wedding Band Destination DORA Advertisement Latest Trending Videos Press Releases3 hours ago Trade Buyers Ready to Do Business at JGW Singapore Press Releases3 hours ago Diamond Exporter Hari Krishna Exports Celebrates 30th Anniversary with a Blood Donation and Platelets Donation Awareness Drive Megan Crabtree2 days ago How to Dig Deeper Inside Your Reports Headlines6 days ago $24M Fake Cartier Case: Accused NC Pastor Misses Court Date, Is Reportedly At Large in China New Arrivals1 week ago 18 New Necklace Designs, From Full Circle to Statement Gemstones Ask INSTORE6 days ago How to Respond to Specific Jewelry Requests from Clients, And More of Your Questions Answered Sponsored Content2 weeks ago Thinking of Liquidating? Wilkerson’s Got You Covered Sponsored Webinars3 weeks ago How Jewelry Retailers Should Approach Fairmined Gold Sponsored Webinars1 month ago GN Diamond Presents: How To Sell Lab Grown Diamonds, Part I Advertisement SubscribeBULLETINS INSTORE helps you become a better jeweler with the biggest daily news headlines and useful tips. (Mailed 5x per week.) Latest Comments Most Popular Headlines6 days ago $24M Fake Cartier Case: Accused NC Pastor Misses Court Date, Is Reportedly At Large in China New Arrivals1 week ago 18 New Necklace Designs, From Full Circle to Statement Gemstones Ask INSTORE6 days ago How to Respond to Specific Jewelry Requests from Clients, And More of Your Questions Answered Press Releases6 days ago Smiling Rocks Wins the Butterfly Mark from Positive Luxury David Geller4 days ago Your Next Staff Member Could Be Found in Your Own Community Celebrity Jewelry5 days ago Judge the Jewels: Young Starlets Love These Celestial Punk Pearl Earrings Jewelry Pro Gear5 days ago From A New Card Printer to A Jeweler-Fashioned Goblet, This Is The Latest Gear for Jewelry Pros Headlines4 days ago Major Retailers Weigh “Keep It” Policy for Returns