It is a fundamental error for any brand marketing team not to understand their target audience, regardless of whether the impression or relationship with the customer is based online or offline. Now, as social media provides a forum for a more authentic, transparent and personal connection, it brings to light just how well a brand has judged (or misjudged) their customer base.
Creating Tribes Around Cause-based Initiatives
As with most things in our modern world, businesses evolve alongside human behavior. Sometimes, it’s the businesses themselves that innovate and cause a change in how we behave, like Apple’s creation of the iPhone. Other times, it is the culture that drives businesses to improve.
Fashion & The New Tastegraph
I was lucky enough to moderate the discussion at SXSW titled, “Fashion and the New Tastegraph” at South by Southwest this year, which turned out to be a lively discussion with Hilary Peterson from Lyst, Cannon Hodge from Bergdorfs, Dave Surgan from Morpheus Media/Createthe Group and Rachel Tipograph from Gap.
Digital Emotiveness: The New Key to Participatory Marketing
These days, consumers are more involved and educated than ever before in terms of their purchasing decisions. For marketers, this is a powerful opportunity to reach consumers directly and win them over for life. However, it is critical to target customers directly at the level of their emotional response to a marketing campaign or product and get them invested in the vision and life of a brand.
4 Big Ideas from SXSW & the Implications for Fashion
South by Southwest is a maze of presentations, panels, parties, meet-ups and meetings, or at least the interactive portion is anyway. Interactive lasts for a full five days and, at any given moment, there are a multitude of activities occurring simultaneously. There is no debating that fashion’s presence at SXSW is stronger than ever before, and this year many of the industry’s leading brands sent their teams to take in the wealth of knowledge presented. In this article, we discuss the key takeaways.
Who Buys Luxury Watches?
So I must admit…I was never into watches. I didn’t understand the point. Why wear a watch when there’s a clock in every room, in every car, on every cell phone? And if you are going to wear a watch, why on earth spend more than the bare minimum on such a utilitarian accessory?
