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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

Jim Ackerman, “Marketing Coach to the Jewelry Industry,” is president of Ascend Marketing. Reach him at jimack@ascendmarketing.com.

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When There’s No Succession Plan, Call Wilkerson

Bob Wesley, owner of Robert C. Wesley Jewelers in Scottsdale, Ariz., was a third-generation jeweler. When it was time to enjoy life on the other side of the counter, he weighed his options. His lease was nearing renewal time and with no succession plan, he decided it was time to call Wilkerson. There was plenty of inventory to sell and at first, says Wesley, he thought he might try to manage a sale himself. But he’s glad he didn’t. “There’s no way I could have done this as well as Wilkerson,” he says. Wilkerson took responsibility for the entire event, with every detail — from advertising to accounting — done, dusted and managed by the Wilkerson team. “It’s the complete package,” he says of the Wilkerson method of helping jewelers to easily go on to the next phase of their lives. “There’s no way any retailer can duplicate what they’ve done.”

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