Rebranding the Jay-Z Way
Zack O'Malley Greenburg
By simply associating himself with Armand de Brignac, Jay-Z almost singlehandedly lifted the brand from obscurity to the heights of celebrity chic. Proprietors of many American liquor stores reported soaring sales of Armand de Brignac. “Our sales of Armand de Brignac are rivaling Cristal,” said Christian Navarro, a shop owner in Brentwood, Calif. “They’ve managed to shortcut one hundred and fifty years of traditional marketing.”
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