We often move so quickly from one project to the next that we don’t get the opportunity to review the results of our branding efforts. That’s why a note this week from our client at Carl Zeiss Vision was so welcome.

We had helped develop a solid brand campaign for their newest progressive lens.  In her post-launch synopsis, Bernadette Hiskey said the Zeiss Individual campaign was a huge success, and shared these highlights:

• It was a strong year for customized lenses, despite the poor economy.  We ended the year approx 15% above an aggressive plan.
• In December we were awarded the OLA “Best in Lens Design” 2009 Award of Excellence voted on by the independent laboratories across the US.  The marketing campaign played no small part in the win.
• We just finished clinical trials with UC Berkeley are pleased to say we have strong results demonstrating patient preference, so are moving on to peer clinical publications now.
• Our first ZEISS TV spots for Zeiss Individual are now on air in 4 regional markets.

It’s great, of course, for a client to take the time to keep us informed and share this great news.  It’s also a reminder for all of us that while our work may wrap up with the launch of a brand campaign, for our clients much of the heavy lifting is just beginning.  We need to keep in mind that our designs and our messaging are meant to connect powerfully with an audience and achieve very real marketing and sales objectives.

As Bernadette shared her praise and appreciation not only for us but also for the lab operations teams and sales people — “You’ve all scored a knockout!” — we were reminded that our efforts truly are part of a team effort whose success depends on the collaboration of many many people.

Following up with our clients and measuring campaign results give us the opportunity to really recognize the value of our branding efforts.

Part of our strategy was to convey that the true heroes are not the frames -- but the Zeiss lenses. Our solution was to photograph our talent both with and without the frames, and then accurately create the lens shape for each individual face. Architectural measurement lines were added to the graphics to emphasize the Zeiss brand attributes of precision, accuracy and performance.

We love notes likes this -

“A note on the “disruptive mailer” tube direct mail: end December we shipped out 1k mailers augmented in January with telemarketing to follow-up and boost response.  Result: we secured 235 secured leads 23% response rate significantly higher than traditional direct mail 3% to 8%.  We’re excited!”

(from)
Bernadette A. Hiskey
Director, Brand Marketing

Carl Zeiss Vision releases their new line of progressive lenses today, and we’ve very excited to see them enter the market. We had been working on the development of their new line of lenses for over a year, crafting the precise imagery and messaging that would support their breakthrough technology.

Of Friday we received a note from the Brand Director – and she also shared with us that Optical Shop International had selected Carl Zeiss Vision lenses exclusively for OSI’s Chrome Hearts line.

Press Release:

Optical Shop International Opens First Chrome Hearts Eyewear Boutique

ALISO VIEJO, Calif.—Optical Shop International (OSI) and Chrome Hearts have announced the opening of the first Chrome Hearts store on New York’s Madison Avenue dedicated exclusively to the brand’s luxury eyewear collection, designed, developed and marketed in conjunction with OSI.

The 250-square-foot flagship store was designed and decorated in signature Chrome Hearts ebony woods, sterling silver and fine leather. According to Larry Sands, founder and CEO of Optical Shop International, the store embodies the brand’s philosophy of “not for the weak of heart” and provides customers with the ideal shopping environment for the eyewear collection known for its innovation, exclusivity and luxurious details.

Sun and ophthalmic styles from the collection are available at the store, in addition to jeweled frames priced up to $25,000. Optical prescriptions will be filled by licensed opticians using only Carl Zeiss Vision lenses. An arrangement between the two companies allows for special colors and coatings available exclusively at the Chrome Hearts stores. Sands told VMail that other Chrome Hearts eyewear stores in Japan and Paris are in the discussion phase.

Optical Shop International designs, manufactures and distributes eyewear collections under the Chrome Hearts and Blinde brand names.