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Caroline Kennedy

Brand-building Success

April 8, 2013

Here's one modern way to build a brand: Create a collector. A recent article in the Washington Post looked at the company's success. Many of today's gift companies are looking for ways to build a recognizable brand that resonates with consumers. Vera Bradley has been very successful in doing just that. Starting with simple, yet fashionably feminine quilted soft luggage, the company has become a lifestyle and fashion brand that appeals to all ages and extends into homewares, baby toys and accessories, home office accessories and more. This approach may not work for every gift company, but some may wish to take a page from its play book.