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Undressing Victoria’s Secret Branding: trading up to create a New Luxury brand

By in Branding, Business, Customer Experience, Customer Personas, Guest Posts & Interviews, Marketing, Messaging, Stories | 0 comments

Let’s uncover a few truths.   Great lingerie can make a woman feel sexy. And you’ll pay (often a lot) to be part of that story. But it wasn’t always that way. A single brand elevated the price and position of intimate apparel, to unprecedented heights. Who was it and how did they do it?   The third article in this series on Luxury Branding, explains how a single brand tapped the ‘trading up’ phenomenon to establish a New Luxury brand and built a big-money empire.     Think back. In the 50s and 60s, underwear was dowdy. Lingerie – if you ever owned any – was reserved for your honeymoon or an anniversary night. Never for every day. Fast forward and what do you have? It’s anything but boring, sometimes frivolous and often on show. So what (or who) transformed an entire category by turning innerwear into outerwear, stretching practical into fashionable and in the...

Luxury Branding and the Macaron Effect: why we covet luxury and the way it makes us feel

By in Branding, Business, Customer Experience, Customer Personas, Guest Posts & Interviews, Marketing, Messaging, Stories | 0 comments

A French macaron could be considered a luxury item.   You choose to eat one, you don’t need to. They’re difficult to make – it’s practically an art. Perfect ones, are made by master pastry chefs, in specialist patisseries. Then there’s the way they make you feel – you know, special. That’s what really makes you buy one, isn’t it?   The second in this series on Luxury Branding, explores the feelings evoked by luxury items and how they motivate your purchases.     Before the macaron, there was the cupcake. For almost two decades, cupcakes reigned supreme as the defining food trend of the 21st century. A brief cameo on “Sex and the City” had changed their image from a child’s treat to an adult indulgence – the iced equivalent of a Botox treatment or Jimmy Choo’s – and suddenly they were everywhere. Then as is the natural fate of all trends, the cupcake craze was over…...

The Taylah Swift Method of Brand Domination

By in Brand Tone of Voice, Branding, Business, Content Marketing, Copywriting, Customer Personas, Guest Posts & Interviews, Marketing, Messaging, Stories | 0 comments

She’s a branding superstar … dressed as a popstar.   Why? Well it’s hard not to notice the impossibly perfect red lipstick. Then comes the obvious talent and fashionista looks.   But it’s the loyal relationship she’s built with her fans, that makes her a brilliant businesswoman.     Yes, we’re talking Taylor Swift. And it’s all true. Her bigheartedness and obsession with surprising her fans – the Swifties – is in large part responsible for her swift (pardon the pun) path to world domination. At just 25 years old, she helms a brand more profitable than most companies: she earned $64 million in 2014 – with her album, 1989, selling 1.287 million copies in its first week and bringing in more than $7 million in sales and counting. Any business would be envious of those numbers, and there’s more. A single post on Instagram clocked 670,000 likes in under seven hours, and...

Batman Branding for Remarkable NFPs – Part 2: Know What’s at Risk for Your Customers

By in Branding, Business, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

Heroes and villains. Batman and Bane. On the bell curve of all people, they’re the outliers, the extremes. Which one is your NFP?   Most people would say the former… but how were the people of Gotham inspired? Who gave them the right story and reason – the one that changed them from bystanders to participants?   The second of three articles explains the different ways Batman and Bane evoked the people of Gotham City and how, for your NFP to do the same, you need to ask-and-answer four questions…     Are heroes born or made? Both. In the case of Batman, he was made from the tragedy of his childhood. Just an ordinary person, who in a time of crisis, was inspired to rise up and become a reluctant hero. And there’s been others, at other times, for other reasons. But there’s also those who’ve fought the hard battle and then realised… they’re on the wrong side. They’ve...

Batman Branding for Remarkable NFPs – Part 1: Rediscovering the WHY of Your Brand

By in Branding, Business, Content Marketing, Copywriting, Guest Posts & Interviews, Marketing | 0 comments

The Dark Knight. The Caped Crusader. The Winged Avenger. No matter the name, there’s no superhero like Batman.   His origins are human and he has no superpowers, but he fights for what he believes and wins our hearts.  So why do we love him? Simple. He knows his calling.   This, the first of three articles, explains how your NFP brand can be remarkable – like Batman – by truly knowing (and owning) your purpose.     Batman knows his beginnings. All too well. His alter ego, Bruce Wayne, describes the trauma of the night his parents died, as when “all sense left my life.” It becomes his mantra and the driving force behind his life’s work — and the reason why he relentlessly pursues its fulfilment. Like Batman, all great brands have a deeper purpose. They’re acutely aware of the underlying purpose for their product or service. Be it for-profit or not-for-profit,...

Gen C: The Generational Marketing Hybrid

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

A market-making merger has happened.   You didn’t know?   In the last of this Generational Marketing series, we go full circle and see how, instead of separating ageist cohorts, the emergence of Generation C binds generations together.     Yes, that’s the newsflash. M&Ms and chocolate bars have merged – creating a deliciously successful conglomerate. It’s a whole new category.  No longer just separate crunchy colours, M&Ms are now bound together, in a block of choc-yumminess. And… you may recall, at the beginning of this series, that I likened generational marketing to sorting M&Ms into colours: “each generation owns its distinct differences and shouldn’t be marketed to (or eaten) together.” Generation C breaks that mould. Instead, its closest likeness is the new M&M Block – a mashup of previously distinct and ageist cohorts – bound...

Is Your Brand Ready for Gen Z? The iGen is growing and mowing down brands

By in Branding, Business, Content Marketing, Guest Posts & Interviews, Marketing | 0 comments

Move over. The Centennials are on their way.   They’re WiFi enabled and unsurprisingly, in the not-so-distant future, they’ll be forcing brands and businesses to change their ways. Again.   The fifth of this 6-part Generational Marketing series, highlights how the first cohort of this generation – now a mere 16-20 years old – are already being depicted as difficult to engage, extremely design conscious and have exceptionally high expectations of all brand activities, especially digital.     Surprising. That’s what Generation Z are, once you get to know them. Sadly, though, as young as they are, they’ve already been written off as having the attention span of a gnat. But much of that, is the older ‘generational rite’ of complaining about ‘the kids these days’ and is loaded with preconceptions, stereotyping and biases. If instead, you try to glimpse the future through...