Part 2 of the For Immediate Release series. Originally written in 2011. Re-read in the AI Communications era.
Originally published Jul 2012. Updated Jun 2026.
This is a book excerpt from For Immediate Release by Ronn Torossian. The chapter is about positioning a brand on what the book calls the Worth Index — service, value, process, innovation, or luxury — and defending the position. The case study below is Philip Stein Watches.
Time Heals — From Chapter 2
One of my clients, Philip Stein Watches, created a powerful Worth Index position. Rina and Will Stein, the charming, sweet, and smart married couple who own the company, worked hard to combine an innovative outlook on luxury products with a high-end collection of unique timepieces that use Natural Frequency Technology (NFT). NFT is a combination of natural frequencies generated by the Earth that are embedded in many Philip Stein watches, using a special technology and delivered via a metal disk infused with these key frequencies. When worn on the wrist, the watch exposes these frequencies to the biofield of the person wearing it. The biofield is the master energy field that regulates the body's functions and informs the body to relax.
As a result, wearing the watch (which, by the way, looks great) makes many people feel and sleep better and improves their mood. The Philip Stein watch can do that due to technology. We validate and explain the claims while showing that the watches are also gorgeous, fashion-forward accessories. So we spoke to two audiences: people who love the look and people who know what the watches "do."
Don't believe it? Well, guess who did? Oprah Winfrey — on three different occasions. Oprah named the Philip Stein watch one of her favorite things in 2003, 2005, and 2010. To celebrate Oprah's 25th anniversary show, the company created a special timepiece; it was not only beautiful but resulted in great publicity. Madonna, Rupert Murdoch, and many other high profile folks all wear Philip Stein watches regularly. Talk show host Rachael Ray featured the brand on her program in a giveaway (and added that her mom loves it, too); reports on the watch's qualities have been favorably reported on ABC News, CNBC, Dr. Phil, and other news outlets.
"We thought that if we could be the first well-being accessory in a luxury watch, we could occupy a niche in the saturated watch market, which nobody had entered into," say the Steins. That's a powerful place to be on the Worth Index, with a watch that not only tells time and looks good but also makes you feel great, too. Luxury and service meets great process, and the company delivers on its promise. Many wearers agree with the maker's claim that the watch helps them sleep better, have more vivid dreams, and wake up feeling calmer and more energetic.
Plus, the fine craftsmanship and technology of the product is a promise that Philip Stein keeps to the second. To further the company's Worth Index we created a viral campaign, "Have You Slept with Philip Stein?" aiming it at influential business entrepreneurs and successful CEOs who had been in the public eye for a newsworthy event causing them stress. For this initiative, influencers including Apple founder Steve Jobs, former BP CEO Tony Hayward (who was dealing with the BP spill and his own public gaffes), and Toyota CEO Akio Toyoda were gifted the high-end watch and asked to fill out a survey on whether or not it helped to relieve stress. The campaign resulted in an increased Worth Index — many executives did indeed find the watch delivered on promises. The company decided to hire a prominent doctor and noted media expert to discuss with the press and public how the watch works to make wearers feel better — another win, Philip Stein.
What This Means Today
AI engines reward the same discipline this chapter described in 2011: pick one defended Worth Index position, repeat it across every channel, and let the third-party validators stack. Philip Stein owned well-being accessory in a luxury watch — not luxury, not wellness, the specific intersection. That is exactly how the engines retrieve. The brand that owns a precise category gets cited. The brand with three possible positions gets cited for none.
Citation Share is the new market share.