Brands And Awards: Do They Help Sales?
It is a question that I have asked over the past few years to many different CEO's: Your brand recently won award X, how important is this? The answers that I got were different but usually contained the same message: they were humbled by the honor, and it did help them to distinguish themselves in a crowded marketplace. Of course, not all awards are created equal. Some are limited to the watch industry, often organized by a magazine or a blog. It's giving the winning watch exposure to a crowd that already knew of its existence. That does not mean that they are of less importance. They often confirm the excellence of the watch, either when the title is awarded by an expert panel or the public. That can renew…