In today’s overcrowded market, we can agree that brand loyalty is a massive challenge which doesn’t mean you shouldn’t aim to have your consumer engaged at every opportunity. But…How to do it? First and foremost, be very clear about what the brand is, what it stands for and show that you really care about them….
What makes a sustainable brand now? The term has acquired such a broad context – it can refer to the use of naturally sourced ingredients, biodegradable fabrics, recycled materials, transparent supply chain, second-hand/vintage pieces… It can be a few or all of those things together. On the other hand, we know that the best sustainable…
We have already talked about why branding is an emotional process. Since it is designed to tackle specific emotions, it’s imperative to understand the motivation and meaning behind the brand. But in the process of building a business, the balance between the rational and the emotional sides is the pathway to succeed. The journey usually begins…
Do you know who is your customer? The usual answer is yes, followed by a description too vague or too aspirational. Needless to say, none of them is addressing the real consumer, thus the brand is not communicating effectively. It’s a common mistake in the brand building process: you have an idea, develop a concept and…
Snapchat is the social media everyone is talking about. With a fast growth, constant innovation and an average of 10 billion video views per day (!) it won’t be long until it steals Instagram’s status as a social media darling. If you have a brand or want to brand yourself on Snapchat, here is a…
You already use Whatsapp to talk to friends and family, are part of many groups, share pictures, videos, links, memes, jokes… So, why not shopping with it? As it surpassed the mark of 1 billion users around the world, the app reinforces the increased use of mobile to access the internet. Thus, it’s easy to…
If you are old enough to remember the buzz around CK One perfume, will also remember how Calvin Klein ruled the 90s. From CK Jeans campaigns with Kate Moss and Mark Wahlberg, going through the shows that helped define the minimalist aesthetic of the era, and the memorable Obsession and Eternity fragrances ads, the brand…
You can be either a startup or an established company but social media is, for sure, a crucial part of your marketing. I know that everyone and their mother is tired of hearing about the importance of having a direct channel with clients and its potential reach, however, this doesn’t mean that random posts with…
Dear Miuccia, I would like to start this letter by saying that you are one of the reasons I have a career in fashion. I was a teenager back in the 1990s, when a new world was revealed through the pages of Vogue – and Prada was one the central characters. That vintage-quirky-intellectual look…
I still remember the news about Tom Ford leaving Gucci, in 2003. It was the first break up between a luxury brand and a high profile designer in this era dominated by conglomerates. It was a big shock because, to me, Gucci was Tom Ford and vice-versa. Over a decade later, this musical chair…