Tiffany & Co.
Celebrating a 175 Year Old Brand
Sustaining a brand for nearly 200 years is no small fete in the accelerating age of change and global competition. Yet the brand, anchored by its signature teal color box wrapped in white ribbon featuring the simple logo has become so recognizable, that you don’t even have to see the logo to know when you have arrived on the Tiffany website.
There is something magical about receiving a gift from Tiffany, as anyone who has given or received a Tiffany box will tell you.
Most brands are not mature enough to evoke an immediate response with customers the way Tiffany & Co. does. However, there are a few things any marketer can learn from the global success of this brand.
5 Tips for Building a Sustainable Brand
- Build your brand around your unique selling proposition (USP).
- Tirelessly enforce brand in every interaction with customers (logo, website, social media, signage, communications, customer interaction, etc.).
- Continually update your messaging to remain relevant as times change.
- Promote an emotional connection with customers.
- Creatively leverage non-traditional mediums to reinforce the brand.
Tiffany & Co. has successfully deployed these principles over the years. None of us were around when Tiffany & Co. first opened its doors in New York City in 1837. Defining itself as being the “birthplace of American luxury”, known for brilliant diamond rings, customers have embraced the brand as the ultimate expression of love. Having featured a number of designers with distinct styles, Tiffany continues to reinvent the iconic brand to remain chic, current and highly desirable. Tiffany has been featured in film; Breakfast at Tiffany’s, 1961, and in a scene of Sweet Home Alabama the romantic proposal after hours in a Tiffany store reinforces the timeless romance associated with the brand.
View how artfully the brand experience is portrayed in this video clip of a proposal scene in the movie Sweet Home Alabama at Tiffany’s in this video:
Whether you are a romantic, or not, you have to respect what has arguably become one of the most sustainable brands in America.