Fashion v Brands

Gill Linton opines: “Everyone’s a brand strategist these days, including people in the fashion industry whose core business is to produce fashion shows, generate publicity and create ad campaigns. In which case you’d expect fashion brands to be more distinct from each other, wouldn’t you?”
fashion brands

Clothing Firm Pirated Itself… And It Worked Great (techdirt.com)

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Burberry and Zara plan Online Assault

Fashion brands Burberry and Zara plot online assault
Two of the fashion industry’s biggest names are upping their online investment, with luxury label Burberry set to launch its own social networking site, and high street retailer Zara to go online for the first time. Burberry has created artofthetrench.com as part of a move to deepen its relationship with its customers, create brand advocates and attract new followers. The site will initially feature users sending in pictures of themselves wearing Burberry’s iconic trenchcoat. It will be overseen by Scott Schuman from the influential fashion blog, The Sartorialist. Burberry is currently in the midst of a three-year strategy review, which will result in a greater focus on digital.

Burberry zara online

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Trust Agents v Digital Natives

I came across an interestingt piece entitled “Trust Agents: The New Digital Natives“:
“Trust agents have established themselves as non-sales-oriented, non-high-pressure marketers. They are digital natives using the Web to be genuine and to humanize their business. They’re interested in people (e.g., prospective customers, employees, and colleagues), and they have realized that the tools that enable more unique, robust communication also allow more business opportunities for everyone.”

digital native

Image via Kwout

They aren’t in marketing, or in sales (although they do both simultaneously). They have a strong streak of digital intelligence, and their knack for creating conversations puts them far beyond the stereotypical techno-geek. Meet your neighborhood social media professionals, they’re using the Web to not only put human faces on corporations and politicians, but also to defend their honor when something goes awry. Chris Brogan and Julien Smith call them “trust agents” after their book by the same name, and say that they are harnessing the power of Twitter and other social media to “build influence, improve reputation, and earn trust.”


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Crispin goes Beta.

I just came across Crispin’s aggregator site via a visit logged on my own modest blog. The perplexingly-bewigged Bogusky refers to the new site as a “giant fishing net”.  Interestingly one of the blogs aggregated was entitled “Why I Fucking Hate Crispin So Much”. (He didn’t really, as it turned out)
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Social Ideas Not Social Media

Gareth Kay is a very clever bloke (and not just coz he wears glasses). He just wrote a nice piece entitled “Social Ideas not Social Media”. The mighty Gaz opines: “So, let’s stop obsessing about social media and worry instead about what’s important. While social media channels fade in and out of social significance (was it only two or three years ago that Second Life was the channel we were all talking about), social ideas are timeless in their power. There’s two types of ideas in the world – social ideas and anti-social ideas. And it’s plain to me that those ideas that contribute positively culture are the ones that are going to help build business.”

gareth_kay

I have been harping on about “adding value” through brand communications for some time now, and its always good to see someone smart articulating the same thoughts … albeit in a rather more thoughtful and articulate way than yours truly!

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Social Media: Overdrive Interactive

Social Media Map by Overdrive Interactive
Overdrive Interactive’s 2009 Social Media Map is available for download. They have made this Social Media Marketing resource available for free – just fill out their form below to receive a copy.

overdrive-interactive

While we’re at it, here’s some Social Media Reading from Gibson Design.
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