Need to know 28 : 09 : 17 Girvan, Scotland – The brand has opened its new Gin Palace, which not only houses three brand new stills, but an R&D lab for its master distiller Lesley Gracie. Since launching as a uniquely Scottish gin in 1999, Hendrick's has been met with a swathe of competitors, from Scotland and fields afar, all showcasing unique botanicals and processes. With the distillery, William Grant & Sons, the brand's parent company, looks to ensure that it can meet demand for its gin, which has become a £1.5bn business in the UK (source: WSTA). The Gin Palace is not only a working distillery but also a living embodiment of the brand, with quirky details such as a stained glass ceiling above the tallest still, as well as Victoriana decor throughout. Gracie, who created the original distinct cucumber and rose-flavoured Hendrick's, now has at her disposal a brand new laboratory where she can experiment with distillates and new flavours, working towards the brand's next iteration.
Le Monde Narrative Identity | Consumer Research Techniques | Brand Roles If they a made a movie about your consumer, what role would your brand play? Hero? Trusted sidekick? Mentor? We all have life stories that we create and tell ourselves to give meaning to our life experiences. Psychologists call this narrative identity. We write and rewrite this story in our heads daily, editing our memories, our day-to-day experiences and our aspirations into a story that makes sense. The most meaningful brands are those that play a role in this story. Think about the brands that matter most to you. There are brands that help us create our aspirational self… the person we want to become. There are brands that help us create a favorable story of who we once were… brands that trigger a sense of nostalgia; that represent our core values and beliefs; that we use to demonstrate to ourselves and others where we came from. And there are brands that we use every day to tell the story of who we are now. Maker’s Mark® Bourbon is such a brand for me. One thing is certain.
Top 10 Campaigns of the Season | Opinion LONDON, United Kingdom — As social media becomes increasingly saturated, brands are vying for attention through more creative, conceptual — and most importantly, clickable — seasonal campaigns. Such is the case for Spring/Summer 2018, where fashion houses big and small took creative risks with their advertising to cut through the noise. In Alessandro Michele's quest to push boundaries, Gucci's "Utopian Fantasy" campaign was fully illustrated by Spanish artist Ignasi Monreal, whose imagination knows no bounds in this surreal mish-mash of mermaids, tigers and knights, all wearing Gucci clothing, eyewear and accessories. Balenciaga tackled the downside of celebrity with a campaign shot paparazzi-style, while Calvin Klein enlisted photographer Willy Vanderperre and a cast of 20 models to bring Raf Simons' sinister vision of Americana to life in an abandoned barn. These efforts, as well as seven other standouts, made BoF's selection of the top 10 campaigns of the season. 1. 2. 3. 4. 5. 6. 7.
CND - Centre National de la Danse Hollister Dresses Up Bitmoji; Abercrombie Channels John F. Kennedy 04/13/2018 Abercrombie & Fitch keeps stretching its definition of Gen Z style: In its Hollister division, it’s just announced a program with Bitmoji, so users can dress their tiny little avatars in Hollister fashion. And at the flagship A&F brand, it’s setting sail with a collection inspired by the nautical classics worn by President John F. Kennedy, generations before its target audience ever drew breath. The Bitmoji partnership allows IOS and Android users to dress their avatars in 12 new outfits, with hoodies, tees, bottoms and shoes taken right from its spring collection, and use them in Snapchat. “We aim to create emotional and engaging brand experiences where we know our customers are spending their time,” says Michael Scheiner, vice president of Hollister marketing, in its release. advertisement The new launches come as the teen retailer continues to regain its footing.
How Magazines Can Make Money from E-Commerce | BoF Professional, Media Matters NEW YORK, United States — In January, as the “bomb cyclone” pummelled toward the East Coast, where it would dump half a foot of snow on New York City and plunge temperatures to ten degrees below normal, the Cut’s editors knew what was really on every New Yorker’s mind: shopping. As soon as the term “bomb cyclone” was coined, sending the city into a panic and trending accordingly on social media, the Cut’s senior market editor Diana Tsui and her team started curating shopping posts. “We’re like, OK, it’s going to be cold, our team is freaking out about it, we’re all really nervous about the weather, what do we need?” Winter coats and boots were conveniently on post-holiday sale, along with, Tsui noticed, Uniqlo’s Heattech apparel. One of her team members curated a selection of Heattech items for a post that ended up being one of the Cut’s most read stories of the day. Taste, instinct and a connection to a media brand’s unique community are even more important. Related Articles:
Weisman Art Museum Which innovation archetype are you? And how might that be holding you back? Last month I treated myself to a day of innovation and attended the Seattle Future Festival, hosted by Trend Hunter. If you don’t already know about Trend Hunter, they are the world’s largest, most popular trend community, with a global network of 200,000 contributors and 3,000,000 fans. Behind the scenes, they leverage big data, human researchers and AI to identify consumer insights and deep dive opportunities for the world’s most innovative companies. One of the highlights of the day was the opportunity to meet Jaime Neely, their Chief Culture Officer. She told me that Trend Hunter has been perfecting an innovation assessment tool that helps individuals and teams understand their innovation archetypes and recommends specific tactics to help them realize their innovation potential faster. Why is that helpful? Because the reason companies fail at innovation isn’t necessarily that they don’t have good ideas (well, that can be true, too). This explains so much. Let me know!
Sustainable Fashion Takes Charge in Australia | Global Currents SYDNEY, Australia — On Thursday morning, near Pitt Street Mall in the centre of Sydney, leaders from the Australian fashion and textile industries will gather for the Australian Circular Fashion Conference — the first of its kind in the country. The timing couldn’t be better: Australia is in the midst of a sustainable fashion moment, with fashion brands, retailers and media platforms waking up to opportunities within the sector. The $28 billion industry is keen to establish itself as a powerful voice in the global sustainability conversation. Camille Reed, a former designer and founder of the conference, is seizing the opportunity to push the conversation forward. Reed is setting her sights on some of country’s biggest fashion brands and retailers, with representatives from Target, Kmart, Country Road, General Pants and Forever New set to attend. Leading by example are innovative boutique brands such as A.BCH, which works to a circular economy standard from their base in Melbourne.
Thingiverse - Digital Designs for Physical Objects Account-Based Marketing - An Overview & Resources 1. Clear ROI Effective ABM drives clear business results. In fact, compared to other marketing initiatives, the 2014 ITSMA Account-Based Marketing Survey found that “ABM delivers the highest Return on Investment of any B2B marketing strategy or tactic.” 2. Because ABM is so targeted, it allows marketers to focus their resources efficiently and run marketing programs that are specifically optimized for target accounts. 3. ABM entails personalizing your messaging and communications to specific accounts so that your campaigns resonate with these target audiences. 4. When you’re analyzing the effectiveness of campaigns, whether email, ads, web, or events, it’s easier to draw clear conclusions, because you look at a smaller set of target accounts instead of a vast set of metrics.
Everlane’s Five Tactics for Winning at Physical Retail | Intelligence, BoF Professional NEW YORK, United States — The number one way Everlane’s physical stores are different from its competitors? “There are a lot less stacks,” says chief executive Michael Preysman, who opened the doors to the direct-to-consumer brand’s first permanent retail space — located on Prince Street in New York’s Nolita neighborhood — in December 2017. “Nobody wants to shuffle through piles anymore.” Four months into the experiment — and mind you, he continues to view it as an experiment — the goal is still to improve the traditional retail experience by getting the details right. Thus far, Preysman — who founded Everlane in 2011 as an antidote to inflated basics brands like Gap and American Apparel that lost their way facing competition from fast fashion — seems to have offered at least a couple of reasons to come once to his two stores. Everlane in San Francisco’s Mission District | Source: Courtesy It’s no surprise, then, that Everlane is taking things a bit more slowly. 1. 2. 3. 4. 5.