Branding 10,000 Lakes

In my job, it's part of my duty to have an opinion and give guidance on logo design to the designers in our team before I present them to our clients. I like to think I know a good logo when I see one and yet I can't do graphic design for toffee.

A friend recently showed me a website where one very talented Graphic Designer has made it her personal mission to design a new logo to represent a new Minnesota Lake each day. I could spend hours scrolling through these andwill certainly look to them for inspiration in the future - what a talented and dedicated lady!

Steps forward in Social Media consumer engagement

Perhaps a mile-stone in Social Media, today marks the first time that TV media behemoth the X Factor (USA) has given its public voters an alternative to calling or texting for their favourite musical act on the show: After an initial reluctant approach towards Twitter, media mogul and X Factor producer Simon Cowell has since declared, “the only powerful people on TV are the people on Twitter and Facebook.”

Twitter has invested in this new technological advancement (which sees voters submitting vote via Direct Messaging) and at this stage is reluctant to reveal whether the move is likely to be profitable. The hope however, is that the financial benefits in the future are worth the initial investment.

But what does the X Factor USA aim to achieve through a partnership with Twitter? As Mr Cowell professed himself, “it’s like having millions of producers working with you” in regards to the immediate feedback the show constantly receives, searchable via the Twitter’s own search function. The method could also be a way of obtaining more meaningful information around voters. From Twitter’s perspective, the move signifies a change “from focusing just on engagement” to getting into the creative fabric of shows, letting the audience help change the outcome.

So what does this mean for the future of social media within the infrastructure of brands? Recent research by Constant Contact has found that consumers who engage with brands on Twitter and Facebook are year-on-year increasingly more likely to invest in that brands products, and it’s not just media companies and retailers – social media is influencing everything from politics to the way our services are provided. Companies have to reassess how they communicate now that their customers have a voice: a voice that can ultimately make or break them.

It was recently revealed that US President Barack Obama will be returning to the use of social media channels for his 2012 presidential campaign. Obama famously embraced the power of Facebook and Twitter throughout his 2008 campaign, which ultimately saw him being voted president. This time free blogging site Tumblr has been harnessed with an aim at encouraging voters to interact and share campaign stories. Time will tell if his previous campaign’s success can be repeated, but Obama’s digital marketing strategy of the 2008 election famously spawned many other international politicians into following in his footsteps.

Yet despite social media’s continued success stories and more companies than ever apparently embracing the digital age, there is still a worrying lack of response to the individual customer. Information in social media travels fast, and it is crucial that companies don’t attempt to attempt to overly-control communication in a social media context. Similarly, simply issuing content isn’t enough anymore: Customers are looking to be heard and acknowledged.

Socialbakers is a company who measure and analyse company responses within social media and its findings worryingly show that on Facebook, companies respond to just 5% of customer enquiries on average. More media focused brands however seem to be continuing to pioneer the new way of engaging with customers in an effort to achieve valuable and compelling customer experiences.

Coca Cola have recently made the bold move to no longer rely on traditional ad agencies for their creative ideas. Instead, the global soft drinks brand will be adopting a “crowd-sourcing” approach whereby their feedback and ideas all come via their Facebook and Twitter fans. (Incidentally Coca Cola’s Facebook page is now ran by two genuine brand fans who decided they could do a better job at representing Coca Cola than Coca Cola itself. Coca Cola agreed.)

In an effort to shape the creativity of its portfolio of brands, Coca Cola has realised the potential in allowing consumers to produce the content they want to see, giving the customer a voice and actually listening to what their fans and followers have to say.

Smiley Happy People (Holding Hands)

In the stressful world that is London (not to mention the fashion industry), a breath of fresh air has been introduced to me in the form of Smiley.

The Smiley Company has quite a fascinating history, apparently originating from a Parisian newspaper in the 70s which used to feature the now well-known emoticon next to certain stories (indicating the more pleasant news features). The french Loufrani family bought the rights to the original smiley logo. However it wasn't until more recent years that son Nicolas decided to spread positivity through everything from stationary and quirky homeware to perfume sets and primarily fashion.

I recently saw Eliza Doolittle in the above Moschino Cheap and Chic 'SMILE' jumper and was instantly reminded of The Smiley Happy Deluxe - a fantastic example of how you can take a simple branding idea like a smiley face, and produce a really fantastic range focusing. Smiley have done this through focusing on cut, organic material and above all, originality. Spread the joy...

BE STUPID.

I took this in Glasgow a few weeks back because it was such a dramatic statement on Buchanan Street. It's also all over Picadilly Circus. It's certainly a controversial but catchy tagline. Let me know what you think.

Hard times for Abercrombie & Fitch

Today it was in the headlines that Abercrombie & Fitch is being sued by a former employee for disability discrimination. 

22 year old law student Riam Dean is seeking up to £20,000 in damages claiming she felt "diminished" and "humiliated" by an incident which took place at the exclusive Saville Row store in London. Riam - who has a prosthetic arm - claims she was made to work in the stockroom as she was told she couldn't wear her cardigan on the shop floor as it didn’t fit with the company’s famous “look policy”.

I know that a lot of fashion retailers are quite pernickety about their dress code and knowing what the typical staff look like in Abercrombie & Fitch (they keep scantily clad models at store entrances), I can't help but think the American brand was in fact aiming to treat all their staff the same in this case... but I'll let the judge decide.

This news comes after the brand recently announced it is closing its Ruehl business saying the economic climate has hampered potential success of the upmarket brand. Ruehl was launched in 2004 as a more high-end sister to its Abercrombie & Fitch fascia.

Chief executive and Chairman Mike Jeffries said: 

“we believe it is in the best interests of the company to focus its efforts and resources on the growth opportunities afforded by our other brands, particularly internationally.”

Murray's homage to hero Fred Perry.

With Wimbledon starting tomorrow, Scot Andy Murray - ranked no.3 in the world - is paying homage to the centenary of Wimbledon winner Fred Perry by adorning the brand again. Perry was the last British male to win at Wimbledon, back in 1936, but many are hopeful that Murray will be the next British champion. 

The outfit is unashamedly retro, with a monogrammed cable knit jumper, (very short) shorts, aertex collared shirt and bag all bearing the Fred Perry laurel wreath logo and Murray's initials. I think the appeal of Wimbledon is definitely its tradition and values so I find the vintage tennis look completely appropriate. 

Happy Birthday Fred Perry!

The British tennis superstar Frederick John Perry was born 100 years ago in Stockport near Manchester. The Fred Perry brand began in the late 40s when Perry was approached by Tibby Wegner who had invented an anti-perspirant device worn around the waist. With Wegner's permission, Perry altered the design, making it suitable for the wrists and head, thereby inventing the sweatband. Their next idea was to produce sports shirts made from white knitted cotton pique with short sleeves and buttons down the front.  This was launched at Wimbledon in 1952 to immediate success. The Laurel logo stitched into the material on the left breast, soon became a symbol of the Fred Perry brand. 

Up until the late 50s, the polo shirt was only available in white until the early mods of the 50s adopted them and demanded more choice. Since then, many youth cultures of the UK have adorned the Fred Perry logo, including the skinheads and the Northern Soul scene (with the likes of The Specials being largely responsible for its popularity). 

I got my first Fred Perry top when I was 15 and wore it to gym class. It still fits so whenever I get the notion, I decide to sport it again. The polo shirts have become particularly popular again in the last few years as today's "indie" bands adopt the same approach the mods and skinheads did before them. 

Fred Perry currently have a limited edition 100th birthday collection available with the laurel logo also including '100' underneath. 

Happy Birthday Selfridges!

Selfridges - the Oxford Street department store that made shopping sexy - marks it's 100th year this year. 

On previous occasions when I've had time to kill in London, I have found myself wandering from floor to floor perusing the gorgeous collections on display.  I love seeing when you approach the store, the hoards of people carrying bright yellow (109 pantone to be precise) shopping bags; a massive marketing ploy screaming "Come shop inside."

When you walk into the store - as with Harrods and Libertys - you are always conscious of the history behind the brand. 

Above, an image of a roof garden fashion show during the 1920s, demonstrates Selfridges' fondness for fashion luxury. The image below shows people peering through the famous Selfridges windows at a dress on display just as clothes rationing was began in 1941. 

Selfridges is celebrating it's birthday by calling on a host of designer friends to create limited edition pieces all in the signature Selfridges yellow. 

For this entire month, designers such as Paul Smith, Jimmy Choo, Marc Jacobs and Mulberry will have their designed items on sale exclusively in Selfridges. 

One of the most hyped up pieces is a patent leather dress by Giles Deacon (costing £1500) which many staff members will be sporting throughout May. 

The store has also commissioned British designers Dame Vivienne Westwood, Stella McCartney, Giles Deacon and Paul Smith to design them some limited edition carrier bags. I am tempted to fly down to London just to experience the celebrations - yellow oragami aeroplanes will decor the store and DJ sets from Henry Holland are also on the cards. And perhaps I could get one of those carrier bags - a certain future collector's piece.

Rising Stars of Retail

Featuring 3 award winning up and coming retailers, the next panel discussion was intended to explain to other retailers, how they are "leading the way forward". The panel was made up of Ian Jones (Managing Director of Azendi), Ben Phillips (Managing Director of Steamer Trading Cookshop) and Oliver Tress (Managing Director of Oliver Bonas).

The values of these companies are similarly alligned towards great customer service.

Azendi is a contemporary yet timeless jewellers where the displays are kept simple and classy; the jewellery range offers something for everyones taste (and to an extent, price range) and the staff are extremely helpful. A reassuring aspect of the company, is there ethics towards diamond dealing. "At Azendi, we insist that all our suppliers guarantee that all diamonds are from legitimate sources not involved in finding conflict and in compliance with UN resolutions".

If you live in London, you will probably be familiar with the Oliver Bonas brand - the lifestyle store/website specialising in stylish gifts. Whilst Tress was at university, he used to bring handbags and watches back on request from Hong Kong where his parents lived. The entrepreneur in him spotted a retailing opportunity which has grown to include 15 stores across London since 1993.  

 

Oliver Bonas cater for men, women and kids at all price ranges and apart from the products they offer, the brand is very proud of their exceptional customer service.

The Steamer Trading Cookshop is a family-run kitchenware specialist "passionate about what we sell and the customer service we offer". Ben joined the business in 2001 that his parents had set up in 1985 and has transformed the company from 1 store to 18. Their stores all have a very different look and the company tend to seek out unusual buildings to set up shop: all of which they feel helps to add to the customer experience.

Social Media

A controversial subject for some but an undeniable force in new media; Social Networking as a means for approaching your customer base was the topic of this presentation given by American Blake Chandlee - Commercial Director of Facebook. 

Chandlee stated that Facebook was not about forming new relationships but about "building on existing relationships". He also stressed that unlike Bebo and myspace, the majority of their users are over 25 years old. Some rough facts I picked up:

• Social networking has overtaken porn as the most actively accessed thing on the internet.
  
• Facebook attracts 600/7oo thousand new people every day.
• About half of registered users go on every day.
• There are currently over 600,000 companies making new Facebook applications.
• 40 out of 50 of the UK's top brands are involved in Facebook. 

The discussion changed to the way people talk about brands through social networks such as "Becoming a Fan of..." This form of viral marketing along with profile choices can in some cases provide brands with the knowledge of where your interests lie, and what brands appeal to you. The likes of the Topshop fashion application (where users point out to friends what garments they want and receive feedback) is a fantastic example of the power of social media. 

Chandlee also pointed out the benefit in having the 24 year old entrepreneur Mark Zuckerberg as his "boss" - being of a younger generation, he looks at the world entirely differently and has tremendous vision of the future.

New M&S Portfolio

Marks and Spencer have today launched their 'Portfolio' range aimed at women of 45+. In response to a customer panel, women in this age group felt their needs weren't being met. 

Positioned between their Classic range and 'Per Una', the new Portfolio (aimed at bridging the gap between collections) line is aimed at a more sophisticated, fashion conscious woman who knows how to dress with style for her age.

Executive Chairman Stuart Rose has chosen one of the first supermodels, Marie Helvin as the face of the campaign. She is in good company alongside the likes of Twiggy, Lily Cole, Erin O'Conner etc who have been an undeniable factor in M&S's success.