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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.

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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 video below, Ackerman shows an example of an ad that got it right.


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

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Ready to Relocate? Wilkerson Makes Your Move Seamless

When Brockhaus Jewelry decided to leave their longtime West Main Street storefront for a standalone building elsewhere in Norman, Oklahoma, owners John Brockhaus and Brad Shipman faced a familiar challenge: how to efficiently reduce inventory before the big move. Their solution? Partnering with liquidation specialists Wilkerson for a second time. "We'd already experienced Wilkerson's professionalism during a previous sale," Shipman recalls. "But their approach to our relocation event truly impressed us. They strategically prioritized our existing pieces while tactfully introducing complementary merchandise as inventory levels decreased." The carefully orchestrated sale didn't just meet targets—it shattered them. Asked if they'd endorse Wilkerson to industry colleagues planning similar transitions—whether relocating, retiring, or refreshing their space—both partners were emphatic in their approval. "The entire process was remarkably straightforward," Shipman notes. "Wilkerson delivered a well-structured program, paired us with a knowledgeable advisor, and managed every detail flawlessly from concept to completion."

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