An ice way to promote its products and store
First of all my thanks to David Katz for sending me the pictures he took at last week’s ice Sculpture fair in Yorkville, downtown Toronto, Canada (more details here). Such fairs exist in many countries (at least countries with temperatures allowing such events) and it turns usually into an Art contest. It is therefore pretty unusual (at least for me) to see a store promoting its products by presenting a dedicated ice sculpture into such a...
The example of a well-managed customer experience by Blancpain
When Jean-Claude Biver took over Blancpain to revamp it, one of the first things he did was to launch the 6 masterpieces, a range of 6 watches (from the most simple to the most complicated) housed in the same case. One of those watches was the moonphase, which combines an annual calendar with the display of the phase of the moon. This is a pretty classical complication which still exists (in a larger case) today in...
What is the marketing positionning of Blancpain (Swatch group)
Blancpain is a famous watch brand owned by the Swatch group which, in my opinion, deserves attention for several reasons. Blancpain is first of all a brand with history; not only an historical tradition of watchmaking that goes back to the 18th century, but also a more recent entrepreneurial history when the brand was revamped by the great Jean-Claude Biver. Blancpain is today the result of a subtle positioning on its 280-year history and a managerial...
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