What Not To Do

Last Friday, I went to the Northshore Mall, a suburban mall outside of Boston, to check out the kick-off event to the What Not To Wear's promotional tour. Being a big fan of fashion makeover shows, I thought it would be good to see how the style mavens executed their brand in person.

The scene
Outside the Lord & Taylor department store, the familiar red and white logo beaconed mall shoppers to a sleek kiosk. The ad promo promises “expert” advice from fashion consultants but upon arrival you only see a cluster of flat screen monitors and khaki-clad ushers.

The advice
The expert advice comes in the form of a 3-minute game where you choose your basic physical features (body shape, height, and hair type). Then you “dress” a mannequin with a digital wardrobe. Afterwards, you get a “customized” printout of wardrobe tips along with a copy of your saved outfits. Although the game is fun, I do not need to come to a mall to experience it. It would be a much better marketing tool on the What Not To Wear's website.

Brand promise
The absence of live stylists disappointed me but also surprised me that the obvious benefits of cross marketing were ignored. In a large mall with dozens of hairstylists and makeup artists, a live makeover event would not only benefit the What Not To Wear brand- by delivering an expected live makeover- but boast business for the various fashion and beauty stores housed in the Simon Malls.

History in the Making

Target has made brand history-again!

As the sole advertiser of The New Yorker's August 22 issue, Target is the only advertiser to sponsor an entire issue in 80 years. Quite a feat considering most New Yorkers need to get to the Bronx, Brooklyn or Queens to shop the mega emporium. This move is part of a calculated campaign to gain awareness (and real-estate) in Manhattan. They also sponsored free Fridays at MOMA.

To download a sample of their ads: Target/New Yorker issue

DVD Branding

DVD branding has become an interesting, more relevant topic. At work, we are producing DVDs to streamline marketing, fundraising and training efforts. Most of the production work is outsourced but the third party firms have consistently delivered sub-par results. Even when I provided a design template! This article of solidary echoes my sentiments on branding for DVDs by using Roma Coppola's movie CQ as prime example of being on target.

Brands are like personalities

Brands are like personalities. Quiet, soft, elegant; bold, dominant; playful and energetic. We go to bed with them, tell our secrets to them and allow ourselves to become defined by a pattern of carefully selected brands broadcasting our lifestyles.

The concept of branding has sprouted not just in the consumer product industry but also for small businesses, non-profits, and celebrities even artists are quick to brand themselves in favor of finding a voice among the clutter of pop culture. Today’s sophisticated designers are moving away from merely visual aesthesis considerations to build identities that plunge into what the brand is and tap into its potential. This process is not just to market cars, beer or health insurance but also to find what truly makes that product more desirable than its competitors.

ta da!

Well, I did it! I have finally created a design blog talking about branding and its effect on culture. From scribbles on napkin (okay post-its), I have a bunch of entries already to go. Yawn. Alas, it must wait until later.

Yes, we have no bananas! (Puppies and babies)

Did you ever notice the random floral and fruit prints that manufactors put on their products (paper towels, tissues, toliet paper, etc.)? I have always just assumed someone wanted the kitschy designs.

Anyways, baby-powder-scented-puppies adorn Peru's most popular toliet paper brand. How do I know this factoid? Let's just say it was a unique culture experience.