Carrick Jewellery - changing the rules

Frank Mosley and Philip Atkinson

This 1998 case study shows how Carrick Jewellery, a small manufacturer in Glasgow specialising in Celtic designs, used the introduction of new designs based on the work of Charles Rennie Mackintosh in 1988 to add to their known brand, but keep consumers happy by effectively communicating the brand's values.
Agency: DMS MenziesAuthors: Frank Mosley and Philip Atkinson

Carrick Jewellery: changing the rules

INTRODUCTION

An ill-informed criticism that is occasionally levelled at advertising is that it is used by large companies to defend market share and distribution, deterring new entrants and thereby suppressing competition. It can, in other words, be used against the consumer’s true best interests. Like most misconceptions it contains a grain of truth, in that advertising can indeed by used as a defensive weapon. But it ignores a wider truth. Advertising offers small companies the opportunity to talk to far more consumers than they...

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