Follow up: Right Hand Rings
After my last post, I was paging through Fara Warner’s new book, The Power of the Purse (Pearson/Prentice Hall, 2005) and noticed that she devotes a few pages to the discussion of the 2003 De Beers marketing campaign for the right hand ring. At the end of the chapter, her key observations include one that is worth almost any marketer’s attention:
"Explore and understand women’s struggle to balance their traditional roles with new roles. DeBeers used this tactic to create advertising for its right-hand rings that didn’t preclude a woman from believing she could have the best of both worlds."
I’m looking forward to reading the whole book – and I’ll report back to you when I have.
