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Erik Runyan Jewelers (ER descriptors (Nautical (ER is a captain, new…
Erik Runyan Jewelers
ER descriptors
Nautical
ER is a captain, new location on the waterfront
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Intention
Research, customers shop around
The special everyday
Your jewelry is special, but it should be a part of your life, not just something you put in a box; showing it off is like displaying a collection (personal, creative, style)
Other jewelers
Tiffany
Timeless, well-known brand, tons of brand equity, conservative/traditional
Trumpet & Horn
Fresh, organic, natural, attainable, unique, one-of-a-kind, personality, curated
Love the use of angles with each product shot, mixing manufacturer images with jewelry on people/in jewelry dishes
Tacori
Glossy/wet/shiny, expensive, aspirational, clean, built-out consumer personas (Tocori Girls, Gentleman's Guide)
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Challenges/Opportunities
Millennial challenges
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Shop in store, buy online
Solution: Attach value to the in-store experience, make branding/advertising "sensory and relevant";
Long sales cycle (do a ton of research before buying, want a curated collection of high-value things, rather than a lot of cheap stuff)
Solution: Give audience plenty of touchpoints and content to keep ER brand top of mind and keep them coming back until they're ready to make their purchase
Brands matter. Not for status, but for their reputation (ethics, one-of-a-kind, etc.)
Use content to shape brand, continue the conversation, fuel interest
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Solutions
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Content
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Creation
Homepage, About, etc., copy
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Branding
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Textures: Waves, sand, sail canvas, teak, weathered metal
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