Rockin it Out...in a Not so Hot Economy

Driving by this beautiful new Rock and Republic store the other day on L.A's Robertson Blvd.; I had to take my hat off to them for having the courage and the money to make such an investment in their brand within this shaky-bakey economy.

I can't say whether it was a smart business decision or not...but if that shiny metallic building could talk it would have said..."Rock and Republic is a strong brand...the economy is bad but we're still hot-like-fire" And if I were to go in there and drop a couple of hundred bucks those would be exactly the words I needed to hear.

For a smaller company that statement will probably not come in the form of a who-knows-how much it cost--gorgeous store front on Robertson Blvd.--My point is that you do have to find the courage to keep branding. Branding being that constant conversation that you have with your customers.

What things about your brand can you freshen up...to let your customers know you're still innovating--still growing and will be around for the long haul? Newly designed shopping bags, special labels, non-desperate beautiful marketing communications pieces.

Whatever it may be now is a good time as ever to add a little spark of life to brand image. Take some time and brainstorm how you'll let your customer know investing their precious fashion dollars in your brand is still a good bet.

Brand Power

I am reading a branding book right now that I just love! It's called "Killer Brands" by Frank Lane and it illustrates my thoughts on naming and differntiating your brand in such an easy way I'd like to share a portion of it with you.



Imagine I am setting you up on a date. I tell you about six guys. In essence six brand choices.

Jack...Bob...Mike...Rudy...Jim...and Rob

Which name do you remember most readily?



Well I remember "Rudy," the quickest....and according to the author so do most people. Rudy as a name is distinctly different than the typical Jack..Rob's and Bob's. Currently thinking of a name for your new company or brand....make a point to use your name--your most visible brand property to help you stand out from the crowd.

The second part of his example deals with the power of focus. A lot of us are very scared to hang on to one attribute about our brand. What if we're all about color...and also all about fit....and also use a one of a kind cotton from the south of France. How can we choose one of these attributes to play up more than the rest...they're all very appealing and conventional wisdom would tell us that combined they just would make the most perfect garment ever.

But we have to prioritize and isolate. The viability of this strategy is illustrated in Frank's next dating example.

Remember I am setting you up with one of these guys. Here are the details......

• Jack...Divorced, Loves Kids and Plays Polo
• Bob....Single, Works in Finance and Makes a Lot of Money
• Mike...Physically Fit, Played Pro Football and Sells Real Estate
• Rudy...is Kind, Sensitive, and also Sells Real Estate
• Jim....Divorced, Loves Golf and Wants Kids Soon
• Rob....Makes a Lot of Money, Loves Women and is Difficult to Tie Down

Now Look away from the computer for 20 Seconds....


Don't Look back at the list....


Remember what you can about the six choices and if you can only choose one, which one do you remember and how did you remember them?

Like most readers I found it very difficult to remember and decide....

Now Lets Consider a different list where he gives one focused point on each guy.

• Roy...Is Rich
• Wilson...Plays Jazz
  
• Max....Is a Painter
• Phillippe....Owns a Vineyard
• Josh...Is a World Traveler
• Pete....Is Hard to Tie Down

Now look away again for about 20 seconds.


Which one would you want to be set up on a date with? Which one amongst the choices do you remember most?

Well if you don't remember exact names you may remember someone loves Jazz...and another is really rich and another is a world traveler. If any of these attributes match your interest the "brand/guy" will come to the top of your mind. Even with less information these guys resonate a lot more with one clear attribute than they do promoting multiple attributes.

Lesson learned...the less information we are given the more likely we are to remember it.

If you're in the process of building or improving your brand get this book... "Killer Brands...Create and Market a Brand that Will Annihilate the Competition." by Frank Lane. It's a fantastic read!

It's Not Easy Being Green

There is a commercial for Ford trucks where a dad is taking his "Green conscious," daughter to school when she suggests he get with the program and buy a hybrid. The dad replies "This is a hybrid....I just never thought to mention it." The implication is that with his Ford Hybrid he is doing the responsible thing but it's something inherent...a real part of him as opposed to a bumper sticker promotion.

It's clever because the ad plays the card of being green because it's the right thing to do...not because it is popular.

Right now I am noticing a lot of companies that are "all about," organic cotton...hemp...natural fibers. That will have people after a while saying ok...of course you do...why wouldn't you? The newness will fade and pesticide free cotton will soon hopefully become the norm.

I do believe a certain level of promotion is necessary in order to keep up the momentum of the 'green' or any other important movement to bring it into commonplace. However from a long term branding perspective (for any other brand besides the Prius) I suggest more insidious marketing initiatives that don't necessarily say "Buy from us...we're doing the right thing...and that's good enough!"

Its important to make your socially responsible initiatives more a part of your culture and less a part of your tagline.

Look at it this way..... At some point "being green," will be just as important as not having your product produced at a sweatshop.

You want your brand to evolve and not expire. Truly basing your brand on an environmental strategy that would survive the long term would mean something more intense...such as being dedicated to developing organic cottons and dyes as part of your vision.

If your intent is to simply use organic cotton...use it...mention it but don't make it your everything. You will quickly become common if this is your central branding attribute.

As a clothing company focus more on what's truly unique about your brand such as your insight for colors...prints...or design details.

Doing Good is Good. Do it! Then Do You!

A New Type of Customer Support

We all know getting into some of the major stores such as Barney's, Saks and Neimans new Cusp stores can be great exposure, volume and really express the legitimacy of your brand.

But now more than ever you'll see smaller pointedly stylish local boutiques are becoming the new barometer for what's golden in the contemporary market.

My advice...see what retailers tickle your brand's fancy and start your sales efforts at the top of the boutique food chain. If you don't...hence deciding to let your sales efforts run themselves you'll find yourself placed in a lot of stores that are less than......and manage to make yourself a little less desirable.


Example: Think after school special...new girl in school decides to go out with every guy that asks for her phone number. Well she probably will never be able to date the captain of the football team. Unfortunately she lost her appeal.

But lets take it the other way around....New girl, lands the captain of the football team, notwithstanding him being totally blind she's instantly branded as the most beautiful thing walking... resulting in a lot more options if they should ever should every break up.

Excuse me for my teenybopper example but the point is to have a strategy and realize that it is in fact one of the most important parts of your brand launch. You'll want to be able to proudly publicize your store list and have your sales in essence do some marketing for you.

So where are these stores? There are boutiques all over the country you'll find are mentioned again and again in the press. Browse through the pages of US Weekly, Life and Style, Vogue, Elle, InStyle....you'll quickly see who is making a name for themselves and are creating a new definition of customer support.

Here are a few of my favorites.....

Mini Majors:
Scoop NYC and Intermix

LA Local Legends:
Fred Segal, Lisa Kline, Kitson

Other Fresh Faces:
Milk, Presse, Diavolina, Madison

Web Masters:
Shop Bop, Active Endeavors

No Spanx....No Thanks

I was traveling to Paris last week with a very good and very very curvaceous friend of mine who'd left something very very crucial at home.

I left my "Spanxs!" she frantically exclaimed. Huh? Well of course I'd heard of them they're the footless pantyhose that have been so impeccably branded and promoted they're in a league of their own. Certainly my dear friend had enough sense to realize they are just pantyhose...they could easily be replaced.

Well unfortunately the long flight may have shaken some of her marbles a loose. My friend explained she wears Spanx every single day and they were the only things that put her hips "under control." She wouldn't think of spending her European vacation without them. Knowing the power of branding the way I do...my reaction "You couldn't be serious?" but at the same time "You probably are."

So we hit the road...not to see the Eifle Tower, The Louvre or to stroll the Champs Elysees.... we were on a hunt for Spanx. Many stores.... confused salespeople and evil looks from me later she reluctantly purchased a "tummy control," girdle...the kind that have been around forever. As far as I could see they controlled her hips more than enough.

Spanxs essentially created a category of one. They transcend control top footless pantyhose into the only "real Spanks," you could buy. Was it the fun name...the cute packaging....or the clever tagline of "power panties." Probably an insidious combination of all three...... plus a few other components of the word of mouth phenomenon they created that add up to this powerful expression of customer loyalty. (sidenote...The Tipping Point by Malcolm Gladwell...is one of my favorite books about w-o-m marketing).

Upon returning to LA from 7 days of an"I'm on vacation," diet of margarita pizza, buttery croissants and chocolate moose my tummy started to feel slightly out of control. My strategy.....hit the gym and whole foods market but to go out this Saturday night....maybe I'll try Spanx? I'll admit some way or another they've piqued my interest....

Hope...in a Jar

Forget about Oprah's latest "Eat..Pray...Love," phenomenon book...this week I am personally enjoying "Advanced Brand Management,"by Paul Temporal...and I have to say it is quite wonderful;) Even more wonderful if you're really trying to define your brand. One of the most crucial decisions a company can make.

Author Temporal urges companies to analyze what business they are really in....for example a brand like Volvo is not selling cars they are selling "Safety" and a brand like Donald Trump is not selling books, suits or even real estate he is selling "Success."

To translate this concept into the style industry we sometimes drift a little bit more towards the superficial.... Although the same principle applies.

A lot of jean companies want to sell a "great butt." A luxury handbag company may sell "status"... while a shoe company sells... "long legs." Each of them with an undertone of confidence. Perfumers are also famous for using images and scent to sell sex.... glamour... and passion.

To be fair an organic tee shirt company may sell a "clean environment,"...and a product in the"Philosophy," beauty line... literally sells "Hope in a Jar." (now that sounds good)

The great thing about branding is that when you can take what you're selling...combine it with what you're REALLY selling and then sell it for all that it's worth!