Refreshing The Eternal The Platinum Story
Kay Garmeson Platinum Guild International (PGI)Peter Cooper CRAM InternationalRichard Buchanan Interbrand
INTRODUCTION
This case study shows how a multi-disciplinary team of client, research agency and branding agency used research to transform a product into adeeply meaningful brand. The specific case is Platinum, the precious jewellery metal. But the principles and processes involved apply to many other established products or brands faced...