Over the past year I’ve come to learn a lot about the digital branding landscape in China. While I am certainly no expert, I have been blown away by some of the things that I’ve learned.
The Mobile Marketing Value Exchange
Establishing consumer relationships through mobile marketing, as with any successful, productive relationship, inherently requires a mutual exchange of value. Whether consumers are opting-in for brand communications via SMS or engaging with the brand in a single instance through scanning a QR code, the onus is on the brand to deliver value in return for customers’ valuable time and information. Without the perception that value has been exchanged for value, the relationship becomes essentially one-sided and unrequited attempts at interaction on the part of the consumer will spell the end of the relationship – perhaps permanently.
FashionForward was Remarkable!
A big thank you to all of the speakers, attendees and helpers who made FashionForward possible. Much excitement was generated, and we’re so thrilled to have sparked conversations, debates and connections at yesterday’s event.
Why Event Branding is Even More Important For 2012
As our consumer brains generate filters against the over-saturation and anonymity of virtual branding, offline events have never been as important as they are today. Companies who prioritize online advertising might sometimes be missing out on the branding-potential and rewards of live events. And for the companies that do produce live events, the importance of effectively communicating the brand has dramatically increased. That’s not accomplished by simply putting your company logo on an event invitation anymore. Engaging consumers takes more. An event needs to have a brand of its own that not only communicating the company’s message and goals, but also the message and goals of the event itself. Events that stand-out on their own are more likely to gain the attention of your target audience.
Mobile Apps, Sites & Commerce for Fashion
I was honored to speak at the FashionForward Digital Conference held at New York’s Crosby Street Hotel on October 27th. A collection of many of the brightest minds in the fashion digital arena assembled during the day to share innovative thoughts on the state of the industry through the lens of social media, digital design, branded content, digital advertising, and luxury consumer behavior defined through cognitive anthropology.
London’s Luxury Marketers Talk eBusiness at Walpole Event
The London scene of luxury insiders came together on October 11th for the Walpole Luxury eBusiness Forum. With participants from Links of London, Yoox, De Beers, Hackett, Smythson, Business of Fashion, Facebook, and many others, it was an international event with a distinctly British feel. Walpole, a non-profit dedicated to “furthering the interests of the British luxury industry” aims to foster a community among UK luxury professionals and facilitate business development across the world.
