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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 chosen: fun, friendly and fabulous.

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

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


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To complete for the tween market, Charming Charlie launched CHARLIE   girl.


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