Creative Brief Alex and Ani

1. COM 456 Creative Brief
Lucille Ryan
Brand: Alex and Ani Product: Charm Bracelets Date: 10/7/14
Deliverable: Print Advertisement
Project Contacts: Be Buddha Designs
I. BACKGROUND
Alex and Ani has a very unique branding position in comparison to other jewelry companies.
According to the brand website, the company’s ethos is devoted to living consciously, and turning a
lifestyle brand into a way of life. “Alex and Ani is pioneering its own definition of corporate
consciousness with sustainable initiatives and the creation of high quality, thoughtfully manufactured
pieces.” (1) The company presents consumers with a stylish singular or set of charm bracelets that each
hold its own, individual symbol and meaning. These bangles are made in America with the use of eco-
friendly products. Alex and Ani does all this because the company aims to promote a positive connection
to each product, in order for consumers to identify completely with the brand.
There are a number of key tenants that sets this brand ahead of the pack, such as local production,
environmental consciousness, and symbolization. Another way the company wants to be positioned is
with an emphasis on the power of positive energy. The belief is that when a consumer purchases a piece
of jewelry with a unique symbol that she identifies with, it will emulate throughout her life in a positive
manner, and promote this idea of good energy in all aspects of life.
Below are a number of current advertisements for the product. There is not very much advertising
for this brand, mainly because Alex and Ani have taken a less traditional approach. Many of the
advertising is done through mass media campaigns, both alone and with other licensed organizations. One
of which is through social media, where females have the opportunity to post pictures of them wearing
their Alex and Ani products with certain hash tags, like #alexandani and #charmedarms. (4) These photos
are uploaded to Alex and Ani’s website for all to see.

3. There are countless competitors in this constantly changing industry. Some of the standout brands
that compete with Alex and Ani include Pandora, Chamilia, Tiffany & Co. and more. The mission
statement of Pandora states is “to offer women across the world a universe of high quality, hand-finished,
modern and genuine jewelry products at affordable prices, thereby inspiring women to express their
individuality.” (5) Similarly to Alex and Ani, they aim to serve women individualistic ideals made of
silver and gold at an affordable price. However, Alex and Ani goes deeper in their efforts to create a
strong ethos for themselves and their customers.
II. WHO IS OUR CONSUMER?
The target market for Alex and Ani covers a fairly wide range of females. One of said markets is a
young woman living in a large city with an interest in fashion and fitting in. Since this brand began in
Cranston, Rhode Island in 2004 (2), it spread first to other major East Coast cities such as New York and
Boston. Young women residing in these cities with an affinity for urban style and sophistication would
invest in this product because of its looks. Alex and Ani’s bangles have a sleek design that compliment an
urban wardrobe while staying within this target market’s tight budget.
Another target market caters a female who, while she is interested in the look of the jewelry,
identifies more with the alchemy of the brand. Each bracelet is crafted with it’s own special symbol, and
young women will specifically buy the ones that she identifies with. For example, Alex and Ani has
collections for astrological signs, sororities, sports teams, and more. In the mission statement on Alex and
Ani’s website, it states that, “Each design is positively intended to empower the wearer and reflect the
unique qualities of the individual.” (1) A female in this particular target market will invest in this brand
because of the connections she has to the symbols she collects on her wrist.
A barrier that Alex and Ani may need to overcome in order to improve advertising is to emphasize
the ‘bang for your buck’ for these jewelry products. This may be apparent already to some audiences, but
from an outsider’s perspective, an initial assumption at first glance of this brand is that it is of very high
quality. It’s intricate beading and detail gives it an expensive image. However, those not familiar with the
brand are unaware of the other aspects of the company, such as eco-friendliness, local production, and
most importantly, it’s low price in comparison to other fine jewelry companies. From an advertising
standpoint, Alex and Ani would be wise to emphasize these other aspects in their campaigns.

4. III. OBJECTIVES
The major objective for Alex and Ani’s brand is to increase an
emotional connection with the audience. The company’s emphasis on locally
creating their jewelry from eco-friendly products to create collections comprised
of research and thought is something that many consumers will identify with. It
goes beyond the aesthetics and functionality of traditional bracelets.
Alex and Ani also has deep interests in charity. The company’s founder
has partnered with over 30 different non-profits and created a meaningful
bracelet for each, with the proceeds going to each charity. Over 13 million
dollars has been raised in these efforts. (3) This passion for philanthropy reverts
back to Alex and Ani’s mission statement of corporate consciousness.
In order to position the product to meet the needs of both of our target
audience (one with an interest in looks, the other to the company ethos), it is important to meet in the
middle. This brand is capable of standing out from the thousands of fine jewelry companies because of the
multi-faceted tenants that serve as the glue of the brand. Each bracelet holds individual meaning that the
consumer identifies with, and by adding all of these personal values onto your wrist, you are left with a
stylish collection that serves as the only jewelry you will need all day. No other company can truly say
that.
IV. TONE AND MANNER
The communication of this product should feel almost effortless. Current advertising for this
product is usually quite basic, letting the products speak for themselves. This gives consumers the
impression that the reputation of the product is more important than a fancy, overdone advertisement. By
going back to basics, it allows the personality behind the brand to shine. This personality has a focus on
style, quality, and deep routes to the symbols of the bracelets.
V. EXECUTIONAL MANDATORIES
On every single bracelet produced by Alex and Ani, a consumer will
find a number of elements. First, there is a small tag that signifies the
ecofriendly aspect of the brand (see right). This serves as a reminder of the
eco-friendly concept of the company.
Another element on each bracelet is the local aspect (see below). This
notion of ‘made in America with love’ is one of Alex and Ani’s key tenants.
With this element, it helps consumers relate to the national identity that this
company creates. You get all of this when you purchase one singular charm
bracelet.

5. REFERENCES:
1. The Alex and Ani story
http://www.alexandani.com/our-story
2. New Bedford-native named Mass. Small Business Person of Year
http://www.southcoasttoday.com/apps/pbcs.dll/article?
AID=/20120323/SCBULLETIN/204020311
3. Alex and Ani’s ‘Charity By Design’
http://www.alexandani.com/charity-by-design/
4. Alex and Ani’s ‘Charmed Arms’ campaign http://www.alexandani.com/charmed-arms/
5. The Pandora Story
http://www.pandora.net/en-us/pandora-company/about-pandora/the-pandora-story

6. REFERENCES:
1. The Alex and Ani story
http://www.alexandani.com/our-story
2. New Bedford-native named Mass. Small Business Person of Year
http://www.southcoasttoday.com/apps/pbcs.dll/article?
AID=/20120323/SCBULLETIN/204020311
3. Alex and Ani’s ‘Charity By Design’
http://www.alexandani.com/charity-by-design/
4. Alex and Ani’s ‘Charmed Arms’ campaign http://www.alexandani.com/charmed-arms/
5. The Pandora Story
http://www.pandora.net/en-us/pandora-company/about-pandora/the-pandora-story