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Retail Branding

Retail Branding

BrandingPurpose: Define mission, vision, and three words that define the brand.

Background: One of the challenges of helping build a brand up – defining what you stand for beyond the tactical execution of “we sell jewelry.” I was able to bring in AR New York, an agency that helped us define our mission, vision and the three words that define our brand.

Results: The company got on the same page and this vision remained, despite another rebranding effort. It helped focus the shape of the marketing materials. The three words we landed on: fun, friendly and fabulous.

 

In addition to creating definition around the core brand, I helped launch three brand spinoffs. This included creating brand names, logos, conducting focus groups, and working with legal to obtain naming rights.

RSVP-logo
RSVP is the special occasion collection within Charming Charlie.  A “spin-off” of the brand that focuses on weddings, prom, etc.

 

Screen Shot 2015-07-28 at 6.46.23 PMTo complete for the tween market, Charming Charlie launched CHARLIE  girl.

 

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Curtain Call was the “outlet” experiment for Charming Charlie.

 

 

 

 

 

 

1266274_10151870950154764_1679088779_oAnother part of my job is every girl’s dream. I named our nail polishes. I also worked with legal to ensure we could use the selected names.

Skills

Posted on

July 22, 2015

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