Category Archives: Brand

Creative ads give back

Posted on November 18, 2010 | Leave a comment

Creative marketing campaigns truly delight me. (So cool! What a great idea!)

From a research standpoint, campaigns that are creative, understand and engage with the audience’s mindset, and provide some benefit to consumers are typically more successful at changing brand perceptions; and I enjoy delivering good news to my clients. (Among the test group, positive increases in your brand’s metrics are very impressive, significant at the .95 level!)

From a consumer perspective, I like to be entertained, inspired, and even benefit from ads. One recent ad I saw featured on the Advertising Lab blog will benefit parents and other airline passengers throughout the holiday season. This interactive FirstBank ad running in a column display at Denver International Airport invites kids to place their hands on the column and keep them there. Trick is, the ad rotates around the column, requiring the kids to run to keep their hands in place on the imprints. Thus, tiring the children out pre-flight so they sleep or are at least too tired to fight with their siblings.

From Ad Lab: FirstBank billboard tires children

Due to the ad’s creative and interactive elements, it manages to benefit everyone grumpily hanging around the airport. The kids are entertained, the parents will have subdued children, and the adults without kids (myself included) can look forward to a peaceful flight. FirstBank’s ad has the potential to improve one variable of the airport experience.

FirstBank and any brand that can create positive experiences (or at least nullify more annoying occurrences) during the airport wait will benefit from positive brand associations.

If there is one thing I have learned from my ad effectiveness research experience, it is that ad fit and perceived benefits of the ad are key to positively changing brand perceptions. Here, FirstBank fulfills both criteria: the ad seamlessly fits into the airport environment, entertaining restless travelers with time to spare. It also benefits each type of passerby: kids, parents, other adults.

Having spent my fair share of time travelling through DIA, I wish they had thought of this sooner.

This ad makes me wonder why there aren’t more jungle gyms in airports. Are there too few children travelers? Is it the possible lawsuits? A colorful jungle gym could brighten up a deary airport terminal.

Post inspired by: Airport Billboard Tires Kids Pre-flight

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Posted in advertising, Brand

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Signature Revisited

Posted on August 29, 2010 | Leave a comment

Six months after the launch of L.L. Bean’s Signature and Lands’ End’s Canvas, let’s see how their new ventures are progressing. From the sites’ consumer reviews and the number of discounted merchandise, I hypothesize that neither has been hugely successful at catching the eyes or purses of young consumers.

L.L. Bean, I wanted to buy a few products from you (thinking of the rose chambray, the yellow pintuck top, and various shirt dresses), but you know what, between the content of the reviews and the profiles of the reviewers, I could not commit. The reviews on most items were pretty good, although some people complained of the fit of the garments and color accuracy of the pictures.

As I mentioned in a post when the site launched, I was looking to see how the profiles of the purchasers would change. Mainly that their would be a difference between L.L. Bean main site consumers and Signature line consumers. There wasn’t. The same people who buy on the main site are now buying from Signature. I have to admit this is a barrier for me. As someone who has a proclivity to dress like an old lady, I try specifically to find items that young people wear. Seeing that mature women, who have a love of gardening and cats, are buying the products that I considered really scared me. (Immediately clicked over to shopbop to get back my bearings.)

Also, as L.L. Bean is supposed to be a great American company, and with the Signature line they are offering reprised classic items, like leather totes and fisherman’s sweaters. But how can they justify offering a leather tote for $199 that is made in China? My friend bought one when during the pre-sale before the site opened officially and was disappointed to see the “Made in China” tag.

I will have to say that I love that you have the “Key Looks.” Also, I like the styles offered- great for work and for play- but I just need to see an improvement in quality in the reviews before I commit. Like many young professional women, I have outgrown Forever 21, and am seeking new places to spend my cash. L.L. Bean, you could be that place, but first you need to freshen yourself up.

As marketers say, “fish where the fish are.” To get younger consumers interested, why not take a page from Revolve Clothing and incentivize people to visit your facebook page and become fans?

You could join Shopstyle and setup a”Signature Looks” group where you have a moderator who invites users to create looks inspired by a key Signature piece. Or contests to create an outfit out of entirely Signature pieces.  Even offering to post the winning outfits of the contests in the Lookbook on the site. Many young women on the site are aspiring stylists and would jump at the chance to be featured on your site. Might also want to become a brand featured on the site.

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Posted in Brand, ecommerce

Cult of celebrity expands into education in Hong Kong

Posted on August 24, 2010 | Leave a comment

Whether it was Mrs. Lee who taught sixth grade or Ms. Page who teaches high school, growing up, we all have teachers who were celebrities within our schools.

Just as communities recognize teachers as local celebrities for their ability to inspire, coach, and help kids succeed, some of Hong Kong’s teachers and tutors have achieved a mainstream level of celebrity. An article by enoVate, describes how teachers have attained a level of fame similar to rock stars and actors. Their faces in ads on billboards and the sides of buildings

In a culture of (only) child prince/princesses, parents are seeking out the best for their progeny, including the best education. Celebrity teachers and tutors offer the promise of the most effective teaching practices, insider exam tips, study sessions that will enable students to excel over the other thousands of applicants vying for the same university spot.

While the expansion of the cult of celebrity is not necessarily a good thing, I’m happy that finally, someone is paying teachers what they are actually worth.

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Posted in Brand, innovation

Mulberry for Target on Gilt?

Posted on August 20, 2010 | Leave a comment

Isn’t the point of an exclusive membership, designer sale site to offer haute products at almost everyday prices?

Today Gilt Groupe had an exclusive sale of Mulberry products created for Target. When I first saw the avatar of the sale, I thought, why is Target on here? I shop there normally. To me, the point of flash sale sites like Gilt, is offer products that you can’t find everywhere.

Another top reason to use the site is to get a deal. In this case, it looks like the Gilt price is the price you would probably pay at Target.

Gilt, this Target sale is tarnishing your brand.

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Posted in Brand, ecommerce, retail space

One take on luxury brand marketing – SlideShare presentation

Posted on April 17, 2010 | Leave a comment

Interesting presentation about luxury brands and marketing. Check it out.

Thanks for posting the deck Idris Mootee. It’s also worth checking out his blog, which is about design, business strategy, and innovative ideas.

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Posted in Brand, ecommerce

Online displays of affection encourage brand loyalty, an explanation using cognitive dissonance

Posted on March 22, 2010 | 1 Comment

Earlier this week, Interactive Advertising Bureau (IAB) posted a SmartBrief about an article featured in the The Independent that stated that Twitter and Facebook fans were more likely to be brand faithful. The study completed by research firm Chadwik Martin Bailey stated that people were (67%) more likely to recommend or buy products from companies they follow on social networking sites. While the article outlined these interesting findings of what was happening in the social realm, it did not theorize about the underlying psychology of why this behavior was occurring. Applying the theory of cognitive dissonance to this occurrence can help us start explaining how fanpages may increase feelings of loyalty.

Cognitive dissonance is a psychological theory that states that people like to be consistent in their thoughts/beliefs and actions. When inconsistency comes to light, they may start to feel anxious about the hypocrisy, and perform actions to lower that anxiety and make their beliefs and actions congruent once again. The dissonance occurs when people’s beliefs do not match their actions.

Applying the theory of dissonance to fanpages, it is not surprising that the research measured a lift in the rate of recommendations and purchase behavior by those who were self-proclaimed fans. The fan made a public statement about their positive feelings toward the company or product, and then may have felt compelled to uphold that statement through their purchase behavior. Why would they become a fan of a company and then not continue to purchase or recommend what that company offers?

Internet users also use cognitive dissonance in a more positive way, to keep themselves on track. Let’s turn to the “weight loss meters” that people add to their signatures in forum posts. The Purse Forum, is full of these signatures:

By having these meters in their these signatures, the poster is compelled to continue to lose weight, lest their forum friends see that they have failed at their endeavor.

How do retailers use these Online Displays of Affection?

Revolve Clothing, a women’s apparel e-tailer, has encouraged potential new patrons to make public statements of fanship by offering discounts to those who become members of their Facebook page and a further discount for posting something on the fanpage’s wall.

Rewarding Online Displays of Affection can help brands in many ways. By offering the discounts, the retailer builds its brand through positive word of mouth, encourages new consumers to try their site, and helps solidify feelings of loyalty among fans.

Asking people to make a public statement is a great way to increase their inclination to follow through on that statement and their adherence to the statement. Marriage ceremonies are a common example cited in psychology textbooks. Making promises in front of your favorite loved ones serves as strong reminder of your beliefs and intentions. Simlarly, on Facebook and Twitter, consumers share their devotion to brands and products in front of their real-life and online friends. That kind of devotion may actually be more everlasting than verbal promises made to friends and families.

Human memory is fallible, but the Internet is forever.

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Posted in Brand, online space

L.L. Bean’s and Lands’ End’s new lines make a grab for young adults

Posted on February 13, 2010 | 3 Comments

L.L. Bean is going to launch a “Signature” line, which follows on the heels of Lands’ End newly launched “Canvas” line. I find it interesting that both companies have decided to launch new lines aimed at the young adults. I’m assuming that both of their market research shows that they are primarily shopped by older consumers and that they may have perception problems among younger consumers. While cruising the L.L. Bean website, check out their reviews- most consumers seem to be over 45. Not that there is anything wrong with most of their reviews being written by older people, but being 25, I do wonder if I will agree with older women about the fit of garments. It also makes me contemplate why I am purchasing clothes that more mature women favor.

I do think that these two new lines can fill a void in the current market. From the Lands’ End Canvas site and the pre-launch of the L.L. Bean Signature site, both lines look similar in design to J.Crew, a modern take on classic items. Also, great offerings for young professionals.

What sets the lines apart from J.Crew is their price points; they aren’t as expensive as J.Crew. To me, that’s point to L.L. Bean and Lands’ End, and minus one to J.Crew. From my experience, L.L. Bean offers higher quality items than J.Crew as J.Crew’s items can be flimsy at times. Now that L.L. Bean will be offering clothes with more modern cuts, they definitely have my attention.

Signature L.L. Bean appears to be serious about giving the launch a strong start, they even snagged Maggie Rizer to model for their first marketing campaign.

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Posted in Brand, retail space

When overuse of sample sale websites can hurt the brand

Posted on February 10, 2010 | 2 Comments

In early February, Ella Moss womens clothing appeared on Gilt Groupe, HauteLook, and Rue La La in the same week.

What does it say about the Ella Moss brand and Ella Moss sales when their products appear on three members-only discount websites at the same time?

First, it makes me think that in-store sales must have been slow, so now they are off-loading much of their stock on the internet. Do they have so many unsold pieces because of the economy or because their brand is no longer as desirable? Perhaps more importantly, it also makes me think I should not worry about buying Ella Moss in-store, at full-price, since a large part of their inventory will probably end up on discount boutique websites.

My recommendation to Ella Moss is to stagger these sites’ sales of their items. By staggering the sales, it won’t be as obvious that they have a lot of stock to liquidate. This will also protect the value that people associate with their clothes. If it seems that their clothes appear on these sale websites intermittently, then consumers may continue to seek the clothes for full-price in-store.

The sample sale websites could also ask Ella Moss what other vendors will be selling the same items. The members-only sites feel less exclusive and like less of a deal, when another site also features the same products on sale.

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Posted in Brand, ecommerce, retail space

Gilt Groupe’s Nimble Brand Extension into Yoga Classes

Posted on January 15, 2010 | Leave a comment

Gilt Groupe, the invitation only e-tailer site, has continued to extend its supple arms into new categories. In 2009, they added Gilt Fuse, the younger, more price-conscious sister of Gilt and Jetsetter, the travel branch which offers specials on stylish hotels around the world.  Although they seem to only be dabbling in the idea of offering discounts on classes, currently, Gilt is offering discounted rates on yoga classes and spa treatments at Exhale, a national yoga and spa center. I suggest that they are only dabbling in the idea of service discounts as the Exhale yoga and spa offerings are not categorized in the Jetsetter section, but rather in the Gilt Women section. It’s placement next to Beyond Yoga, a clothing company, does make inititive sense; however, the service aspect of Exhale’s offerings suggests to me that it should also be cross-referenced in the Jetsetter section too. Perhaps, in time, Gilt will open a new section with discounts on other acitivities and services.

Gilt Groupe offers Exhale yoga classes

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Posted in Brand