May 1, 2023
by Mike Razak
This week on the Superlative podcast, our host and aBlogtoWatch founder Ariel Adams is joined by Brendan Cunningham, Ph.D. Brendan is a Professor of Economics at Eastern Connecticut State University and the author of Selling the Crown: The Secret History of Marketing Rolex. Ariel and Brendan dive right into Brendan’s opinion on Rolex as a brand not just in the watch industry, but across all industries. They talk about the earlier days of Rolex and how this time period still influences the current operations of the company today, as well as its marketing structure that can be seen as unique in the space. The two switch things up and dive into Brendan’s book and what the secret history behind the brand really is when it comes to marketing. Ariel asks about the “modern analogs” of today while the Internet is flourishing, and about the details of the financials behind Rolex’s advertising throughout its history. They talk about some of the information that was available to Brendan while writing the book and documenting the brand’s history, and Ariel is curious about how the brand’s goals and “personality” have changed over the years. Listen below or on the player of your choice.
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Book: Selling the Crown: The Secret History of Marketing Rolex