Good article in “The Economist” titled…
It’s all about a Swiss marketer called Jean-Claude Biver who has an impressive record of success in marketing high end watches.
Couple of points to note…
1. What he’s really selling is exclusivity and cachet. It’s not really about the watches.
2. Note a great example of differentiation with the Blancpain brand and making a virtue out of what was seen as a problem.
You may not be selling $100,000 watches but there are great lessons here for any marketer. The key question…
“What are you really selling?”
Kristi Daniels says
Sizzle. Or love. Or happiness. Or security. Or status.
Great points!
Copywriter_Kevin_Francis says
Hi Kristi,
Thanks for your comment. Good points you make about what people are really looking for.
Copywriter_Kevin_Francis says
Hi Kristi,
Thanks for your comment. Good points you make about what people are really looking for.