In 2012, brands are so caught up in catching up to the digital age that they can easily lose sight of the fact that they are working to meet their customers’ most basic needs. Despite the fact that brands are now communicating through blogs, videos and social media, the simple goal of reaching consumers and selling products or services remains unchanged. Both brands and consumers can benefit when brands tap into the 5 basic human needs.
Anyone who has been online for the last few years has noticed a remarkable shift away from busy, poorly designed websites and communities; and towards streamlined, almost minimalist sites and applications. While we are undeniably more digital than ever, it seems that we are taking a step back — not to move backward, but to regroup, realign and refine our online experiences as we move forward.
For our annual review of brand blogs, this year, we’ve expanded past fashion to include our favorite luxury and home interior and design blogs. We hope you enjoy the list.
Hermès Paris Mon Ami
For a luxury brand attempting to make the most of digital, I don’t think anyone gives Hermès enough credit. Since 2010, the brand that has said it will never give way to “masstige” has been applying that principle to its online marketing, leveraging video, street style photography, emerging online fashion influencers and customer content.
Print vs. Digital Catalogues
As an increasing proportion of marketing spends are being devoted to online channels, print is often seen as a dying format, and hardly the way to reach young, tech-savvy consumers. Forward-thinking brands are producing digital catalogues which can be browsed on smart phones and tablet devices.
This past week, I wrote a piece on how to properly build a digital strategy for my mashable column. Here’s the longer version.
In the past five years, I’ve had the privilege of constructing dynamic, complex digital strategies on behalf of numerous retail, entertainment and luxury clients. But often, clients confuse what strategy is – and what it isn’t – and how to actually develop one.
For many fashion start-ups, traction is often the biggest challenge in the early stages of digital branding. To serve some advice for reaching consumers, Third Wave Fashion and sister group OS Fashion co-hosted an NYC meetup featuring a handful of the brightest marketing minds. Below are the top 10 tips for executing the best digital marketing strategy for your company.
Lately I’ve been doing a lot of research into brands, marketing and engagement trying to figure out what elements of a brand’s DNA make it irresistible to consumers. While the logo, social media presence and digital strategy are all important, there is a secret sauce, a core resonance that brands must achieve before they become an integral part of a consumer’s lifestyle: brands must make an emotional connection with consumers.