PRESENTATION GIVES TIPS ON REACHING BRIDES AT THEIR HEART.(Fairchild Bridal Group)

HFN: The Weekly Newspaper for the Home Furnishing Network, November, 2004 by Goldbogen, Jessica

Byline: Jessica Goldbogen

NEW YORK-It's no secret that the bride is one of a tabletop brand's most important and loyal consumers. But today's brides have a different mind-set than generations past and are attracted to a different branding message, said Nina Lawrence, vice president and publisher, Fairchild Bridal Group, during a presentation at the tabletop market earlier this month.

Fairchild Bridal Group is part of Fairchild Publications, which also owns HFN.

Lawrence referred to this era as the "Attention Economy," because of the multitude of messages that consumers are barraged with from the media. The way to cut through the muddle, she said, is to appeal to a consumer's emotions.

"Emotionally based brand loyalty is the next...

Read the rest of this article with a Free Trial at HighBeam Research.

Premium Content Partnership | HighBeam Research provides an in-depth online archive library of reference works.