Tuesday, March 31, 2009

80 years in the corner

For more than 80 years, Tiffany & Co. has occupied the page 3, upper right hand corner ad position in the New York Times. A commitment that has paid a handsome brand equity for the 172 year old company. Tiffany has become a commonly used word for the best quality that a product can attain and they own a unique shade of the color turquoise.

So, when I read recently that Tiffany profits were down 75% in the fourth quarter and luxury shoppers were more and more hesitant to carry high-end retail packaging on the street, I thought it wouldn’t be long before Tiffany canceled their coveted position in the Times and join the ranks of other marketers willing to throw their brand in the trash while the economy languishes.

They have not.

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