Brand Marketing: What Do You Think of this Slogan?

By
Services for Real Estate Pros with Napa Consultants DRE00893924

"Not Your Mother's Tiffany"

The above slogan premiered this past December, and the new directors of Tiffany wanted to "class up" the brand in order to justify their $15.1 Billion dollar purchase.  Instead it created a backlash on social media...

Here is one commenter's reaction. “I look up to my mom for her elegance and class,” said Victoria Stafford, a 22-year-old consultant in Logan, Utah, who has a heart-shaped Tiffany necklace that matches one her mother owns. “Why would I want to shop at a brand that is degrading her style?”

Here is another, 

“As a mum and older woman you're saying you don't need me as a customer anymore! 

There are many interpretations on this campaign. I think it would have worked as one the execs later admitted, if  the slogan had read "Not "JUST" Your Mother's Tiffany!  

I would like to hear your feelings and interpretations on the slogan!  I will follow up with my sentiments and explanations in another post.  Thank you!

 

Posted by

 

                                      

WE SPECIALIZE IN
STRATEGIC BUSINESS DEVELOPMENT FOR
LUXURY REAL ESTATE,
FINE WINES & PHILANTHROPIC EVENTS

                                           Watch the Video Case Study

                         Ron & Alexandra Seigel, Managing Partners

                                                  805.770.1129

                   If Gaining or Sustaining Market Leadership is Your Quest, we can help!

 

Comments (50)

Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® perfectly said "palatable".  We had a corporate account with Tiffany's and valued their customer service and their standing behind their product.  They have a great lineage and had maintained until now their standing as one of America's best brands.  A

Jan 25, 2022 12:40 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Grant Schneider we would refer to Tiffany's as a heritage brand...starting with Louis Comfort Tiffany .  That deserves respect.  A

Jan 25, 2022 12:42 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Wayne Martin I would not discount your scenario.  They did just that with Donna Karan's brand... A

Jan 25, 2022 12:44 PM
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hello Ron and Alexandra Seigel, I wonder if they took into consideration how many moms they would lose. I wouldn't have expected from Tiffany's. It should be all about our audience.

Jan 25, 2022 01:55 PM
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay Thank you for the feature, not just moms but Americans who love and respect their moms, or grandmothers...We agree with you, A

Jan 25, 2022 01:59 PM
Adam Feinberg
Elegran - Manhattan, NY
NYC Condo, Co-op, and Townhouse specialist

There is tremendous value in that little blue box. While many of the brands that were considered high end luxury have since watered down their value, and thus their brand- Tiffany would be foolish to mess with this. Don't do it.

Jan 25, 2022 07:18 PM
Jeff Dowler, CRS
eXp Realty of California, Inc. - Carlsbad, CA
The Southern California Relocation Dude

Ron and Alexandra:

It's a major turnoff to me, and perhaps many others, despite having shopped and bought there multiple times. Not sure at all what they are trying to convey.

Jeff

Jan 25, 2022 08:10 PM
Buzz Mackintosh
Mackintosh REALTORS - Frederick, MD
“Experience, reliable, leadership”

Just like the "New Coke" campaign , they need to make a quick "U-Turn".

Jan 26, 2022 03:59 AM
Erik Hiss
Keller Williams Capital Partners Realty - Worthington, OH
You can trust me for all your real estate needs!

Words and interpretation  can be tricky these days. you have to walk on egg shells not to offend anyone even if it's not your intention.

Jan 26, 2022 04:57 AM
Stephen Turner
House Broker Realty - York, PA
The BIG Guy of NEW HOME SALES

I think this is a good example of the lesson, that our true brand is created in our customer's minds/perceptions. We can try to create it or direct it, but ultimately, like our reputation, it is really about what our customers think/act/feel about us, that creates our "Brand".

Jan 26, 2022 05:02 AM
Mark Don McInnes, Sandpoint-Idaho
Sandpoint Realty LLC - Sandpoint, ID
North Idaho Real Estate - 208-255.6227

Don't want to mess around with 'Mom's' from any angle.  Far too precious for anyone to say anything that might be taken poorly, no matter the intent.  Mark

Jan 26, 2022 06:01 AM
Patricia Feager, MBA, CRS, GRI,MRP
DFW FINE PROPERTIES - Flower Mound, TX
Selling Homes Changing Lives

Ron and Alexandra Seigel 

I think the slogan is too subjective and needs to change altogether. Since urban definition today of tiffany means "accomplished, sexy, intelligent, loyal, desired," I would suggest Only Tiffany and let the buyer decide how it makes them feel. Debating the word Mother's can be too controversial and doesn't sound like a win-win for Tiffany or a consumers. 

Jan 26, 2022 06:45 AM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

Hey, if they're gonna throw shade at Mom, they'd better be careful!  Adding the word, "JUST" to the slogan may offer some salvation.

Jan 26, 2022 10:11 PM
Myrl Jeffcoat
Sacramento, CA
Greater Sacramento Realtor - Retired

CONGRATULATIONS Ron and Alexandra, on having this blog FEATURED in the Old Farts Club group!  

Jan 26, 2022 10:11 PM
Debb Janes EcoBroker and Bernie Stea JD
ViewHomes of Clark County - Nature As Neighbors - Camas, WA
REALTORS® in Clark County, WA

Oh my goodness, that was certainly short-sighted. Oops. Glad it created a backlash. 

Jan 27, 2022 06:21 AM
Andrew Mooers | 207.532.6573
MOOERS REALTY - Houlton, ME
Northern Maine Real Estate-Aroostook County Broker

Sensitivity to all in the audience or the segment you are targeting to hit the marketing bull's eye. Harder than ever to not offend someone no matter how hard you try. Thanks for the inspiration and discussion on this marketing example.

I loved the VW DDB campaigns    

Ron and Alexandra Seigel .

Jan 28, 2022 04:38 AM
Carla Freund
Keller Williams Preferred Realty - Raleigh, NC
Carolina Life RealEstate & Relocation 919-602-8489

I read this article in the WSJ. I said to my husband, I've always wanted something from Tiffany's in a little blue box but now I don't know that I feel the same. In other words, I was disappointed. They may have just alienated the group of people who can actually afford Tiffanys. On the other hand, they need to draw in the Millennials. Time will tell if they made the right move.

Jan 28, 2022 05:56 AM
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

So interesting!  Had not heard about the slogan change. I guess the ad agency didn't test it bc it's obvious that it sends the wrong message...

Jan 29, 2022 09:14 AM
Lyn Sims
Schaumburg, IL
Real Estate Agent Retired

I think they could have done a lot better. Better not to release something that turns out like this just because they had a Christmas timeline.

Jan 31, 2022 07:49 AM
Debra Leisek
Bay Realty,Inc Homer Alaska - Homer, AK

Personally, I think this is a lackluster lazy ad campaign. Just a pathetic copycat of the its not your Dads Ford anymore. No thought, no creativity, no glitter and no way this is fit for an icon like Tiffanys.  

 

 

Feb 01, 2022 12:08 AM