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04-18-2014, 12:02 AM
Rolex: How a 109-Year-Old Brand Thrives in the Digital Age
http://rack.1.mshcdn.com/media/ZgkyMDE0LzA0LzE3L2Y5L3JvbGV4d2F0Y2guM2MyODYuanBnCn AJdGh1bWIJNTc1eDMyMyMKZQlqcGc/a167a58b/139/rolex-watch.jpghttp://rack.3.mshcdn.com/assets/feed-tw-df3e816c4e85a109d6e247013aed8d66.jpg (http://twitter.com/share?via=Mashable&text=Rolex%3A+How+a+109-Year-Old+Brand+Thrives+in+the+Digital+Age&src=http%3A%2F%2Fmashable.com%2F2014%2F04%2F17%2Fr olex-marketing-strategy%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss)htt p://rack.1.mshcdn.com/assets/feed-fb-fdab25e3700868c9621fb03b7fd07c38.jpg (http://www.facebook.com/sharer.php?u=http%3A%2F%2Fmashable.com%2F2014%2F04 %2F17%2Frolex-marketing-strategy%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss&src=sp)
Last year, the decision makers at Rolex (http://rolex.com) decided the time was right for a shakeup.
Unlike with most "shakeups," however, there wouldn't be widespread corporate reorganization, and scores of merchandise wouldn’t be cut.
Instead, Rolex executives decided that it was time for the company to launch its first branded Facebook page (https://www.facebook.com/rolex), a herculean leap for a brand that has, for decades, closely monitored its reputation and only made tweaks — in both its watches and marketing strategies — after subjecting them to significant scrutiny.
"Creating buzz is **t the intent," the brand told Mashable. "We craft our content thoughtfully, privilege quality over quantity, talk only when we have something to say and when we feel it's right." Read more... (http://mashable.com/2014/04/17/rolex-marketing-strategy/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)
More about Facebook (http://mashable.com/category/facebook/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Advertising (http://mashable.com/advertising/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Business (http://mashable.com/business/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Marketing (http://mashable.com/marketing/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), and Content Marketing (http://mashable.com/category/content-marketing/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)http://feeds.feedburner.com/~r/Mashable/~4/HtJZxMkUoHA
http://rack.1.mshcdn.com/media/ZgkyMDE0LzA0LzE3L2Y5L3JvbGV4d2F0Y2guM2MyODYuanBnCn AJdGh1bWIJNTc1eDMyMyMKZQlqcGc/a167a58b/139/rolex-watch.jpghttp://rack.3.mshcdn.com/assets/feed-tw-df3e816c4e85a109d6e247013aed8d66.jpg (http://twitter.com/share?via=Mashable&text=Rolex%3A+How+a+109-Year-Old+Brand+Thrives+in+the+Digital+Age&src=http%3A%2F%2Fmashable.com%2F2014%2F04%2F17%2Fr olex-marketing-strategy%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss)htt p://rack.1.mshcdn.com/assets/feed-fb-fdab25e3700868c9621fb03b7fd07c38.jpg (http://www.facebook.com/sharer.php?u=http%3A%2F%2Fmashable.com%2F2014%2F04 %2F17%2Frolex-marketing-strategy%2F%3Futm_campaign%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_cid%3DMash-Prod-RSS-Feedburner-All-Partial%26utm_medium%3Dfeed%26utm_source%3Drss&src=sp)
Last year, the decision makers at Rolex (http://rolex.com) decided the time was right for a shakeup.
Unlike with most "shakeups," however, there wouldn't be widespread corporate reorganization, and scores of merchandise wouldn’t be cut.
Instead, Rolex executives decided that it was time for the company to launch its first branded Facebook page (https://www.facebook.com/rolex), a herculean leap for a brand that has, for decades, closely monitored its reputation and only made tweaks — in both its watches and marketing strategies — after subjecting them to significant scrutiny.
"Creating buzz is **t the intent," the brand told Mashable. "We craft our content thoughtfully, privilege quality over quantity, talk only when we have something to say and when we feel it's right." Read more... (http://mashable.com/2014/04/17/rolex-marketing-strategy/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)
More about Facebook (http://mashable.com/category/facebook/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Advertising (http://mashable.com/advertising/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Business (http://mashable.com/business/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), Marketing (http://mashable.com/marketing/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss), and Content Marketing (http://mashable.com/category/content-marketing/?utm_campaign=Mash-Prod-RSS-Feedburner-All-Partial&utm_cid=Mash-Prod-RSS-Feedburner-All-Partial&utm_medium=feed&utm_source=rss)http://feeds.feedburner.com/~r/Mashable/~4/HtJZxMkUoHA