WE not ME // Using touch points to LISTEN and talk

In these diagrams below I have tried to visualise the concept of ‘Brandtocracies’, taken from a Future Laboratory trend briefing. Since it’s never been easier to have a more direct relationship with the consumer it is fundamental for brands to be collaborative and conversational within their marketing – this picks up on the whole point of this brief in redirecting and emphasis touch points through digital marketing.

The big brand push is conversational rather than corporate and inclusive rather than exclusive – WE rather than ME. The old media/advertisement genres of 'Brought' and 'Owned' such as a TV ad or a brand website/campaign mean not merely as much as 'EARNT' which includes blog sites, fan pages and social media advocacy. Social media has changed marketing/branding forever. It is arguable that Marketing as a title is outdated since who is really putting products/brands into the market? The new name for marketing I suggest to be, quite simply, Consumer Engagement.

Since it's easier to buy online, the retail environment needs to become adaptable. Merely selling clothes is not enough – forget service with a smile! The new retail store needs to sell the heritage, identity and most of all, experience. Through offering the offline touch point as a physical store the interaction could potentially be transcended online to offline and vice versa. I feel that the current trend of creating branded experience and physical engagement from sports brand (i.e. Umbro and the Cosmo Collection Launch) can create significant, memorable experiences which would hopefully make the brand stick out in the consumers mind and go further through the consumer decision journey.

The old brand and consumer relationship doodled above (The Partnering Stance) where the brand dictates the marketing campaign and strategy to the consumer for the hard sell is outdated. Since there is so much choice nowadays for the consumer and consumers connect with ‘myriad brands – through new media channels beyond the manufacturers and retailers control/ knowledge’ (Branding in the Digital Age article) it is important to talk to and listen to the consumer and react accordingly (The Experiential Stance) below.

There is also a growth in the trend to buy local, stay local and be more engaged in community and civic participation. Brands should build awareness by increasing the brand advocates and ambassadors within the main target audience of influencers since their consumer range is so diverse, this will be more cost effective and efficient rather than aiming to target each and every consumer segment.

Touch points and consumer engagement to a brand needs to become 'Far Nearer'. << Listen

Conviviality Culture:// Nike Better World

Rather than viewed as good Samaritans with genuine sincerity, more often than not, corporation’s efforts to do good for the environment, society, and humanity in general are met with cynical critics and skeptics. The same goes for Nike when it announced its CONSIDERED DESIGN initiative 2 years ago or at last years Aids awareness program. A reason why Nike created Nike Better World website.

Part Public Service Announcement (PSA), but without the lengthy preaching, Nike Better World highlight all the initiatives Nike is implementing locally as well as globally which is a major trend for many businesses currently. The site, however, isn’t merely a corporate mouth piece but ask visitors to participate by redirecting them to different sites or simply address the issues publicly via Twitter and Facebook. From people close to the Better World project, the site is only the starting point with more to come later this year.

Intimate. Emotive. Collaborative.
Welcome to Conviviality Culture.

"Survival of the Fittest" - BAPE X Stussy AW10

This winter sees the collaboration of two icons in streetwear, two labels which have proven to become cult brands and international influencers through, not only fashion, but design, communication, branding and generally staying fresh. BAPE and Stussy have merged their distinctive styles and iconography together with the skull and camo, specialized with the Stussy 'doodling handwriting' and the BAPE Ape, creating an extensive collection of apparel and footwear.

The collection can be divided into two styles, one which is more orthodox street wear with printed graphic t-shirts, shell jackets and embellished denim, and the other with a more subtle palette and follows a more mature cut-and-sew styling with oxford button downs, cardigans, and unadorned blues. The collection, aptly named, “Survival Of The Fittest”, is designed to celebrate Stussy’s 30th Anniversary, and points to the evolution of both brands through the years, and adapting to the market with incredible foresight and creativity for survival which I feel some brands should try and aspire to, not only in the realms of streetwear.

In any case, both labels have done way more than simply survive, and the collection is set to hit the racks very soon, on November 27th.

New Era XC – London Launch | Video

New Era has launched an interesting and collaborative way to celebrate their 90th anniversary by producing a special New Era XC Collection. It is a customizable blank New Era 59FIFTY cap and they have reached out to the cream of the crop of 90 graduate art students from all over Europe’s most prestigious art schools.

New Era XC has used the mould of the cult product as a platform for self-expression. Uniting nine decades of design and fashion experience with the creative minds of tomorrow. The international headwear and apparel brand welcomed a shortlist of 90 graduate artists from some of Europe’s most prestigious design schools to unleash their creativity on a New Era 59FIFTY, in celebration of the brand’s 90th anniversary. The artist who has displayed the most uniquely creative expression in headwear design will secure a £10,000 bursary, with the intent of assisting their launch into their chosen artistic career. The exhibition, will display the 90 works of art. The showcase will also play launch to the corresponding limited edition New Era XC collector’s book, highlighting images of the 90 works of art along with biographies of the gifted graduates, and a snapshot of the brand’s nine decades in fashion, design and sport.


View the short video and prepare to look out for exhibitions coming up:
_4-7 November - London
_11-13 November - Berlin
_18-20 November - Milan
_25-27 November - Barcelona
_2-4 December - Paris

Appealing to the Locals, Size? UK

De-branding your well known range appears to be a trend within 'brand management(?)' at the moment since the rise of the BIG society, Generation WE and the augmented, local loving culture. Generation 'WE' = Local. Micro. Niche.

Starbucks decision to remove all branding from one of its Seattle Coffee shops = an attempt to distance the outlet from the brand to rescue it from its ubiquity and is a prime example of brands adapting to suit a particular location, to enhance locality. Branding - the con of the 'brand' is everywhere which has created a loss of individuality. Consumers are looking more and more for a new, tactile and niche experience. They want Starbucks coffee products but in their warm, loving and local coffee 'boutique'. More personal. Niche and locality is fashionable.

What I have found from my own personal research within the UK retail environment and experiences when shopping is that the larger chain stores and MNC's (Multi-national corporations) want MASS custom, not MY custom. The service was less inviting and impersonal in comparison to a smaller, independant shop and even vintage/second hand shops. Smaller inde's are generally more welcoming and interesting in serving you personally I feel - probably because at this time more than ever, every sale counts! I think it is public perception that most local brands are synonymous with good quality and good service more than larger chain stores

Who prefers their local Tesco butchers to their local family butchers? (The latter championed by chefs and TV cookery programmes).

In the current economic struggle and cuts, customer service is more important than ever! If the customer isn't treated right then they will be reluctant to spend their money - they want to get the most from their spending, which includes the in-store experience.

YOUR LOCAL PUB HAS BEEN DOING IT FOR YEARS! I have noticed loads of pubs that have local artwork or memorabilia helping to furnish the interiors. It can help make a brand more collectible. Size? have taken this idea and now have an ethos of keeping the VM for their stores rooted within the local scene, playing off local history, geography and cultural puns. Stepping into a Size? store nowadays may as well have a 'Home Sweet Home' doormat on the entrance. There is a strong sense of respecting locality. I believe that once a brand is established and owned by the local, loyal consumers rather than by the company, as a brand manager, you should be able to just help 'guide' it. It is a lot easier (I imagine) for smaller, entreprenuerial retailers to direct this and tailor it more 'on their toes', so to speak. Can larger chain stores and high street giants be so nimble fingered in tailoring their brand to suit their neighbourhood?

INFLUENCERS:// How Trends & Creativity Become Contagious

INFLUENCERS_
a short documentary that explores what it means to be an influencer and how trends and creativity become contagious today in music, fashion and entertainment.


Arguably the center of the world, New York City, is perhaps one of the first cities in the world to experience a new trend or idea going from a single person or a small group of people, to becoming a full-fledged, mass market deal. In R+I Creative's new film, 'INFLUENCERS', the directors, Paul Rojanathra and Davis Johnson attempt to understand how trends and creativity become contagious; how influencers exert their influence, and how something grows from a happening into a phenomenon. The short documentary features interviews with New York City’s leading creatives from art & design to music, such as Jeff Staple, Dao Yi of Public School, and Rob Stone and Jon Cohen of Cornerstone. The film attempts to understand the essence of influence, what makes a person influential without taking a statistical or metric approach.

The documentary is also a part of an online experience which includes a special mixtape by Baptman to drop on November 10th, and an in-depth look into the cast.

Norse Projects x Hestra ‘Staale’ Gloves

Norse Projects have drafted in gloves specialist Hestra to create some luxury hand covers for their Autumn/Winter collection.

I say heritage, I mean heritage! Hestra have been making gloves since 1936 and is named after the Swedish town where the company was founded and is still run by a 3rd generation family member who still handles all manufacturing and material sourcing. Made from 100% deerskin with a 100% wool lining, Hestra haven’t held back on these gloves either, applying their mastership to create a super high-end glove with simplistic styling.

Contrast stitching adds a bit of colour-pop to the gloves which come in a really nice Tan or Yellow and a classic Black. Added detail such as the embossed collaborative branding on the wrist and the Norse tab that we have all become oh so familiar with are both nice touches. For those that know the Norse tab well, you may be shocked to see that their usual slogan of “Created to improve life. Good for all seasons.” has been replaced with “A product of the cold cold north.” ...Ice. Cold. Cool.

This collaboration highlights yet another product moving towards the macro trend of the 'resurgence of traditionalism and heritage' which I have been following since the start of the year, right back to my study of Birmingham where I was inspired by the shop window of Gieves & Hawkes. The simplicity and quality of these gloves stays true to the essence and tradition of Scandinavian workwear brands, where the region is pretty much in a league of its own.

Over the last few years I have noticed the influx of Scandinavian brands such as Norse Projects, Humor, Fjoar Raven etc. growing in popularity within menswear fashion. I beleive that this is because they offer more transparency and less myth/mystery around the brand in terms of design inspiration and the essence i.e. Norse Projects has been born out of the admiration of strong, robust and practical Norweigen workwear aesthetics - similar to that of Nigel Cabourn or Barbour in terms of British brands. There is slowly a cultural shift moving from big names and brash logo's towards an appeal of the crafted, functional and niche clothing brands (just look at how 'cool' has shifted towards the introvert and 'geek'!) Expect to see more lesser known brands coming to the limelight and mainstream as a result of the current 'Conviviality Culture', which I will explain further in a later post.

For now though...
Grab a pair of these winter warmers from Goodhood from £60 a pair.