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.
To complete for the tween market, Charming Charlie launched CHARLIE girl.
Curtain Call was the “outlet” experiment for Charming Charlie.