Integrating in-store and online experience with collective emotions.
Emma affectionately gazed at the new charm on her bracelet, the Eiffel Tower, as she flew back home. Unable to resist the urge, she had also purchased a Safari charm at the Paris Pandora store. Now playing with it, she smiled as she pictured herself exploring the Ngorongoro Conservation Area in Tanzania. Meanwhile, at Milan’s Pandora store, Anna and her parents eagerly scanned the showcases for the perfect charm to celebrate her acceptance into her dream school – York University’s Schulich School of Business. “I think you should go with the Brighton Lipstick Charm! It’s perfect for an aspiring business woman like you,” said the charming salesperson. Like many women, Emma and Anna have figured out the ideal way of expressing their deepest interests and aspirations: through Pandora charms.
When companies and products die, their brands often live on. From Napster and Pan Am to Woolworth and Mister Donut - zombie brands abound. They have been resuscitated, redefined, or kept alive by unusual means. However, zombie brands are not all made from the same cloth. Some are brought back as nostalgic fashion icons, others have been sustained by passionate fans. Yet others simply continue exist in other parts of the world or in our imagination.