I attended a women’s entrepreneurial event last night put on by Smarty.

Its was a discussion/presentation about the intersection of design and business where each entrepreneur shared their company’s journey and how they are influenced by design.  The panel consisted of Dario Antonioni of Orange22 Design Lab, Jose Caballer of the Groop, Natasha Case of Coolhaus and Sara Happ creator of the Lip Scrub.  As an entrepreneur I thoroughly enjoyed the event because the panel was transparent with the ups and downs of their careers and companies.  Even though the panel represented wonderfully creative, successful business owners in a broad array of businesses, the lingering message from the event was to keep chasing your dream, and not to waver when obstacles rise up in front of you and to course correct when you stray away from your passion. 

Both Dario and Jose discussed the challenges with evolving to a larger company and how the needs of the business can pull you away from the work that you most like to do.  To this end, both retooled and downsized their businesses to refocus their efforts on the design they live to create for Dario, or for Jose his passion for design and teaching. 

Listening to Natasha about the beginning of Coolhaus, and Sara Happ creating The Lip Scrub both mention the “Ah” moment, when they realized and could visualize the opportunity in the marketplace for their product(s).  I think we all have those moments but it takes a true entrepreneurial spirit to seize the moment and chase a dream…you have to be open to taking a risk or as some people say, taking the “leap.”

As a brand specialist I was captivated (and wanted to jump up and say “yes!”) when Sara was talking about her packaging.  She explained that she knew the product was good, so her focus was on her packaging.  It not only had to convey the image she desired for her brand and product but also explain what this new product was about.  This was especially challenging given the highly competitive cosmetics industry that is dominated by the big companies.  Sara had me swooning with interest as she described Italian truffle boxes tied with ribbons…so much so I had to check out her product line first thing this morning, and yes they are beautiful little packages.  A game changer for Sara was when her product was purchased at an LA boutique by Reese Witherspoon, and a national magazine covered the product.

Natasha of Coolhuas has a great concept, gourmet ice cream sandwiches, and has grown her business to encompass food trucks, wholesale (@ Whole Foods) and catering/events thereby diversifying the company’s revenue streams.   I’ve spoken before about brand culture and I was delighted to learn about Coolhaus’ brand and company culture.  Several employees are in bands therefore they have made a passion for music a component of the company’s culture by creating play lists of the bands music and being active at concerts and music events…their debut event was Coachella.

I left the event inspired and encourage to continue on my own entrepreneurial journey with branding, inc.

best

Suz

This is an interesting interview with Bob Chavez of Hermes US discussing the Hermes culture and how it translates to the customer experience.  The high points, while somewhat obvious, should be repeated often so hopefully more organizations adopt a brand culture that is synonymous with their company and products.

1. Hermes = Quality and Craftsmanship – it is essential that all customer touch points exhibit the same level of care and quality that is put into their much sort after goods.

2. Open Communication – Bob speaks about open communication at all levels, even including his “State of the Company” address where he shares a recap of the past year and the goals of the current year.  Transparent management increases employee commitment and motivates the team to achieve the company’s collective goals.

3. Online to Store – Bob’s comments that their online store is more for comfort and information about the brand, products and pricing was an interesting note.  A brand with such an established upper tier positioning using the web to educate and break down a barrier of brand intimidation is an interesting perspective, and an understandable one when a lot of people only know Hermes for their Birkin Bag whose price tag starts at around $4500.

4. Growth – Depth vs. Breadth, as with most retailers and established lifestyle brands, Hermes future growth is planned not through additional retail outlets but through deeper product offerings in categories that are proving to be successful for the brand.

All in all an informative interview.  Here is a LINK to the interview on YouTube.

Enjoy

Suz

First Versace in 2012 and now Marni, the iconic, eclectic Italian designer brand.  H&M, as a company and a brand continues to embrace the fashion world and its super stars.  Their partnerships and the products of said partnerships are quickly consumed by fashionistas, who appreciate the trend forward clothing and who thrive on their lower prices.

Marni is known for their distinctive style and wonderful color combinations both of which are present in the H&M collection.  The collection also features a quirky t-shirt as a fund raiser for the Red Cross in Japan (read more about it on the Marni blog)

Brand driven partnerships that create a limited edition capsules of products give a broader consumer base a taste of an amazing designer and an in-store and press story for a global retailer – a win win.  Watch a great video about the collaboration between Marni and H&M

Best

Suz

The unexpected demise of Domino magazine is something that I still ponder and hear people talking about, 2 year later! I even still have all my copies of Domino.  I really don’t know why I’ve kept them but I have.  Yes, yes I understand all the business reasons why Domino was shuttered but I ask -  Was it a premature decision?

I ask from a brand loyalty point of view.  Yesterday’s announcement of the special issue of Domino, Quick Fixes set to hit newsstands in April has created such a buzz online.  Hearts are a flutter with the idea of a more Domino , and some are even hoping that the magazine maybe coming back.  I’ve seen so many people from different business sectors posting about the announcement, and people’s comments are so heartfelt, almost swooning at the idea of more Domino.  The Domino Facebook page that has been inactive since 2009 lit up like a Christmas tree yesterday with over #1300 fans liking the announcement.  Talk about brand loyalty, and a pent up demand for a more of a brand.

Domino magazine struck a chord for me, and I believe others, because it was “achievable,” finally a home decor mag we could not only oogle over but we could actually implement in our own personal way for our home.   Domino broke it down, showed us how to infuse personal fashion sensibilities into the home and more than anything inspired us with real people’s before and afters.  Domino was a trailblazer in the home decor editorial world that has become an icon, a much loved, and missed icon.  We raved about the magazine, and we still do. 

Rue, Lonny, and so many others have their own vibe yet definitely take a page from Domino.  So I ask – what if Domino was brought back?  Would it survive today?  Maybe an e-zine?  I think it would, and I think we would love it!

Best

Suz

Tory Birch – Knowledgeable CEO

A CEO who commands a good understanding of social media marketing is a wonderful thing!  I recently watched Tory Burch’s speech from last Fall’s WWD CEO Summit, and wanted to share the TOP TEN SUPER STATEMENTS that she made, at least the ones that resonated with me.

“Social Media is an integral part of our narrative.”

#1 – Integration – WOW, she gets it!  Social media is a key component of a brand’s narrative, better yet a brand’s interactive dialogue…loved hearing this.

“We have built a passionate community. We have built one that has a two way conversation everyday.”

#2 – 24/7 – She gets, embraces and supports the concept of an ongoing dialogue, and she shares a genuine caring for her customers thoughts, opinions, ideas and information.

“Posts have to be in our own voice. They can’t be forced, promotional or boring.  People respond to authenticity.”

#3 – My #1 rule because in the branding world your POD (Point of Differentiation) is driven by your voice.

“We share things that inspire us and entertain us.”

#4 – Brand Depth – She understand that no one wants TB 24/7 and sharing posts about other interesting topics is important…as long as they have a dotted line back to the brand.

“We choose to be an “open” brand.”

#5 – Transparency – its 2012 and being transparent with your customers is the only way to go…drag out the gossamer and the the voile…invite your customers IN.

“Toryburch.com transports our customers into our world….  We have created one destination where commerce meets content and social media puts everything into real time.”

#6 – One Home – don’t make your fans/customers hop around the web to see all of you…bring it together in style.

“We want our fans to experience what we experience.”

#7 – Peak behind the Curtain – This comment was in regards to a behind the scense look at the first Tory Burch runway show, which was a huge success as fans could watch some of what was going on realtime.  Bring your customers into your world…the more you share the more they will, and in social media “sharing” is key.

“We launch new products by telling the story behind them and avoid gratuitous promotion to get our numbers up.”

#8 – Story Telling – would you be intrigued by a purse or store that was shrouded in a romantic or nostalgic story or would you rather just have the purse shoved at you?  Its not really a question.

“We are curious about new technology, innovations and social sights.  We want to understand our customer and what she is using.”

#9 – Early Adopters – I think its critical to be aware of new technologies that are relevant and/or targeted to YOUR target demographic…especially if you have some influential early adopters.  Pace yourself…be aware and adopt when mastered.

After speaking about a Japanese Tsunami relief T-shirt that was designed, developed and sold – “It is one of these moments that we realized just how deeply social media impacts our brand and how if we speak to her our customer will help us do something incredible.”

#10 – Customer Appreciation – Throughout her speech Tory showed great reverence, respect and understanding of her core customers, and that TOGETHER they were building the TB brand…great words to hear from a CEO.

Here is a link to the whole speech (don’t need to listen to questions at the end of her speech a bit muddled).  Great to watch!

Enjoy,

Suzie

Coverage we secured in this month’s Pregnancy & Newborn magazine for the Annette Tatum brand.  The product looks great!  Thanks to Sara @ P&N who worked with us.

Sometimes the old adage “any press is good press” isn’t quite true, which might be the case for Lululemon founder Chip Wilson who stepped down as chief lulu last month.  The company has endured several  noteworthy press situations of late -

1. A Camel Toe advertisement -I’ll say no more.

2. Vitasea line of clothing that as their tag said “releases marine amino acids, minerals and vitamins into the skin upon contact with moisture” however the Times study showed that the fabric contained NO seaweed – Lululemon basically said “whoops.”

3. And let’s not forget the John Galt bags!

4. And the latest, the Sh*t People Say video aka Sh*t Yogis Say (link) video by Lululemon

I ask is this too much sh*t from one company whose core consumer is a yogi?  I may not be 100% objective on this post because I am a yogi, and have been for 15 years.  I know its challenging to create a voice in such an exploding market and sometimes going against the grain is a viable strategy.  However, LuluLemon’s grassroots efforts to have local instructor become advocates for the brand by wearing the clothes to promote the line seems a better fit.  Personally, being a yogi, I am more drawn to the inspiring images and messages that Prana use.

What do you think?

P.S. I love their product.

I’m transfixed by Ron Johnson’s efforts to transform the dated image of JC Penny.  Heralded as a retail genius I think he has a bit of a rough road ahead of him…sort of like making the fashion-less kid hip again.  I really loved this print advertisement that ran in major papers last week.  Its humble and hopeful and casts a vision for a whole new JC Penny.

 I think if anyone can pull off this transformation it will be Ron Johnson.  He is an expert on “experiential retail” and to me JC Penny has to evolve their retail position from a “basics” retailer to a “destination” retailer.  This will require wooing coveted brands and Ron is already all over this with his announcement last week – Like Target, JCP’s roster of designer collabs is growing. Joining MNG, Nicole by Nicole Miller, I Heart Ronson and Olsenboye, will be “L’amour,” a Juniors line by Nanette Lepore. And breaking up the rows and rows of racks and blending departments – Instead of the open selling floor you would find in a JCPenney today, with all of the racks together, there will eventually be 100 individual shops dedicated to each brand. This decision was made based on the success of JCPenney’s Sephora shop-in-shops, which generate more sales per square foot than the rest of the store (from Fashionista.com).  Sound familiar?  Yes, similar to Target’s new strategy for The Shops at Target…both retailers are embracing the need for more boutique brands.  I’m am surprised and equally intrigued by the addition of Nanette LePore to the JC Penny line up…as a high end brand I covet, I am excited to see the fruits of  the collaboration.  Do you think I will be able to squeeze into Junior sizes?  Hmmmmm.

 I’d love to understand what the new logo means.  The red box and the “jcp” at first glance seems more corporate than “come shop with me.” Personally I visually like last year’s logo.  It is clean and contemporary.  However, I understand that to manifest a change such as Ron is embarking upon then you need a new brand image to support the planned evolution.

And celebrity tie-ins, Ellen announced her partnership with JC Penny last week, as their spokesperson.  I think she is a good starting point and brings a loyal following with her yet I also believe a more contemporary celebrity is needed.  Sorry Ellen but a younger face is also essential for JC Penny.  I think a lot of us think of JC Penny as the store for our grandparents.  However, finding a none controversial, timeless and contemporary personality is a bit of a challenge these days…is Taylor Swift still with Walmart/L.e.i.?

I’m sure there is a lot to learn about the planned evolution of the JC Penney brand that will be unveiled over the coming months once the new campaign kicks off tomorrow…we can’t wait.

Here is a great article about Ron.

Best

Suz

Last week Paula Deen, famous Southern Cooking expert for the Food Network, announced that she has Type 2 Diabetes, and that she has had it for almost three years!  She also announced her new website, Diabetes in a New Light, that is sponsored by Novo Nordisk, a pharmaceutical company that makes the diabetes drug, Victoza, and who pays Deen to be a spokesperson for said diabetes drug.

After these annoucements she proceeded to promote her son’s new show that takes her recipes and cooks them in a more healthy way!

I take issue with Paula Deen not announcing her diabetes sooner, and leading her faithful followers on a path to better health…and striking a deal with a pharmaceutical company to profit from her health issues that is unconscionable. I have always thought that Paula Deen was such a jovial chef when seeing her make guest appearances on other cooking shows so its disappointing to see a celebrity make such bad decisions.  I think Anthony Bourdain’s tweet says it all “Thinking of getting into the leg-breaking business, so I can profitably sell crutches later.” –Anthony Bourdain on Twitter. 

I think there is plenty of room for celebrities to profit from their brand but there needs to be a limit.  The timing of this announcement seems managed and planned for some time.   Diabetes affects 25.8 million people of all ages
8.3 percent of the U.S. population (from the NDIC), and drugs are not the cure – education, exercise and better eating habits can solve a lot of the issues.

In my humble opinion, YES, Paula Deen has tarnished her brand, and if I was (which I’m not) a fan of Paula Deen I’d be questioning her egregious capitalistic ways.  A consumer has to believe in and trust a brand that they support, Brand Promise 101.  Would you trust and believe in Paula Deen after last week?  I know I wouldn’t.  Thoughts?
Best

Suz

I’m a big fan of Target’s branding efforts and their passion for showcasing brands that they believe will appeal to their consumers.   Enter stage left – The Shops at Target (The Shops at Target commercial), their latest venture to bring brands/design in-house that will launch chain wide and online May 6th 2012.  

The assortment of shops seems to represent some of their core categories.  The first five shops are; The Webster, The Candy Store, PolkaDogBakery, Cos Bar and Privet House .  I’d guess that most of the branded shops are NOT nationally know by Target customers.  However, the wonderful style and appeal of the chosen brands should quickly endear themselves to Target consumers.  A total of 400 products uniquely designed for Target by these curators of style will create quite an exciting event in-store (and online) for Target in May.  I personally can’t wait!

I think its commendable that Target continues to evolve in the mass market arena.  Their commitment to reinvent and invigorate with design and product assortment in order to reach beyond the traditional mas market customer is almost enchanting to watch.  Hmmmm…what stores will be in The Shops Fall 2012 line up?

Suz

P.S. Here is the official Target press release from Privet House, one of the new partners.