01 10 13
This is a fascinating case study in the world of fashion (re)branding. Newly-appointed creative director Hedi Slimane announced that YSL would be undergoing both a name change – from Yves Saint Laurent to Saint Laurent Paris and a brand identity redesign. New branding for stores, packaging, website and social media applications followed with a decidedly more modern, clean, predominately black & white aesthetic. A backlash within the fashion community and on social media followed immediately. How could someone move in and quickly dismantle such a powerful symbol of Parisian chic (as powerful as the double C Chanel)? The brand content that they will continue to use is the iconic overlapping YSL logo, which was designed by Cassandre in 1963. The new branding will only apply to ready-to-wear, and the house’s official moniker will remain as Yves Saint Laurent. Perfumes and cosmetics bearing the name will not be altered. Sounds like a test run or rebranding cost control to us, but hats off to Slimane for wanting to move the brand to a new place and insisting on total brand image responsibility. Seems like a bold move for both the designer and corporate PPR powers and potentially a smart evolution vs. complete reimagination of and disregard for the extraordinary legacy of the great YSL. Time (and a few collections) will certainly tell more.
01 08 13
Stephen Baker for the New York Times on the evolution of social media in the marketing mix for leading consumer brands. Solid discussion of both the explosion of social media, the role of data collection, the importance of measurable results and how marketers are trying to come to terms with expectations for ROI. Looks like leading brands are now recognizing its growing role in influence, brand building and promotion vs. hard sales. More than reasonable we think…
12 04 12
12 04 12
Cookies, data and who they think you are… Jeffrey Rosen in the NY Times on web marketing, data gathering and online targeting. The writer takes on two identities (one Democrat, one Republican) and proceeds to track marketers’ efforts to reach him. Pluses and minuses like with most things, but Rosen points out there are some things that should be of concern. “Designated market segments — like “safety-net seniors” or “midscale thrift spenders” — aren’t just troubling only from a privacy perspective; they can also lead to tangible economic harms like profiling, redlining and price discrimination” Rubin also points out, “Personalization can lead you down a road to a kind of informational determinism in which what you’ve clicked on in the past determines what you see next — a Web history you’re doomed to repeat. You can get stuck in a static, ever-narrowing version of yourself — an endless you-loop.” A long way from the “Mad Men” era, but we don’t think we have anything close to the full force of new technology. Once the code has been cracked to reach you on tablets, phones with few speed and data limitations, it should be quite a marketing party… Btw, great illustrations of consumer types by Edward del Rosario.
12 03 12
in the house… Great series of print and TV spots for Carter’s, part of the “Count on Carter’s” campaign by BBDO Atlanta. Short 15-second spots (“Warm & Cozy”, “Life of the Party”,“Baby Soft Microfleece”) are wonderfully simple, cute and emotionally captivating. Kids ain’t bad either…