Funky brand interviews

Maurice Lacroix watches: authenticity, achievement and square wheels

A Maurice Lacroix watch with a square wheel Have you ever thought that wheels can take different shapes than just a circle? According to Wikipedia, a wheel is “a circular device that is capable of rotating on an axle through its centre, facilitating movement or transportation while supporting a load (mass), or performing labour in machines.”

Well, here’s the big news: a Swiss watchmaker Maurice Lacroix has recently revealed a new watch model, Masterpiece Regulateur Roue Carre, which contains a S Q U A R E  W H E E L to display the hours!

Being somewhat of a geek, I found this engineering and design innovation funky enough to trigger my interest in finding out more about the brand. In addition, having already written about Maurice Lacroix’s recent brand endorsement campaign featuring Wikipedia’s founder, Jimmy Wales, I strongly felt that yet another Funky Brand Interview was about to materialize. And here you are, today I am happy to publish my interview with Martin Bachmann, CEO of Maurice Lacroix.

SCHMOOZY FOX: Martin, how would you characterize the brand of Maurice Lacroix in a couple of sentences?

Martin Bachmann: Maurice Lacroix stands for contemporary watchmaking, manufacture excellence and is oriented to authentic consumers with modern lifestyle. SCHMOOZY FOX: And what do you mean by “authentic”?

Martin Bachmann: Authenticity is staying true to one’s values, not being afraid of standing out from the crowd, sometimes following a bit of a different direction from everybody else’s. It’s also about achievement and success.

SCHMOOZY FOX: And is authenticity something that unites the three brand ambassadors who have recently endorsed Maurice Lacroix -- Jimmy Wales, Bob Geldof and Justin Rose?

Martin Bachmann: Yes, authenticity along with achievement and success are the qualities that unite these brand ambassadors who, as you point out, have recently participated in our brand endorsement campaign. We were happy to identify them because they pinpoint the qualities that are also inherent to the brand of Maurice Lacroix and, we are convinced, our consumers.

3 brand ambassadors of Maurice Lacroix

 

SCHMOOZY FOX: Were there any specific profiles of people you were looking for? Did they have to belong to a specific field of knowledge, or profession?

Martin Bachmann: The most important factor for us was to identify strong personalities, people with charisma and a track of achievement throughout their lives. As far as backgrounds go, we looked for achievers in science, business, sport or entertainment. An important criterion was to identify unique personalities. Even in entertainment, we considered some individuals, but the originality of character was more important to us than the mainstream celebrity status. In this sense, Bob Geldof, who has had an amazing career as a musician, and who is a speaker on various issues from politics to entertainment, sought by corporations, fit the bill very well!

SCHMOOZY FOX: Besides brand endorsements, you also talk about partnerships on your website? What are they all about?

Martin Bachmann: You must have seen a series of interviews published in cooperation with Monocle magazine. For instance, we have interviewed Leo Liu, a wine-grower from China. We’ve also collaborated with various designers outside of the company who have brought in a fresh perspective on contemporary design and created some very successful watches for Maurice Lacroix. In this sense, Maurice Lacroix is always on the lookout for fresh ideas, and co-operation with inspirational people. All of them are unique in the sense that they have chosen to follow a very original path in their lives, for example, Leo Liu.

SCHMOOZY FOX: In this respect, this willingness for co-operation, partnerships and openness for fresh ideas is an important element of all funky brands!

Martin Bachmann: Yes, indeed! We also believe that this openness is a way to keep our company innovative. It also builds our team spirit immensely!

SCHMOOZY FOX: Is Maurice Lacroix all about men’s watches? I have  seen a couple of beautiful models for women, but the majority of your watches are for men. Is this why your brand endorsement campaign focusing primarily on male brand ambassadors?

Martin Bachmann: Indeed, men’s watches are our core product, although eventually we plan to have about 25% of our turnover come from women’s watches. This explains why currently we seek mainly male brand ambassadors. But I surely don’t exclude an opportunity to have a female brand ambassador in due time!

SCHMOOZY FOX: Finally, Maurice Lacroix is all about tradition and excellence of watch-making. Besides, your company also communicates about being contemporary. How do you manage to combine the two -- tradition and the spirit of modern times?

Martin Bachmann: Our watches are about tradition in the sense that they are all hand made according to industry standards in craftsmanship, some of which have not changed in centuries. But the design is where we want to show contemporary trends! Here we are far from the traditional. For instance, instead of  producing only traditional yellow and white gold watches, we often create watch cases with more modern materials, for instance titanium or steel that is treated with a ceramic coating or apply innovative decorations and color codes on our movements, like e.g. black gold.

PT Chronographe Rectangulaire Full Black_B

SCHMOOZY FOX: Many thanks, Martin, for sharing the brand spirit of Maurice Lacroix on the SCHMOOZY FOX blog, and I wish you the best of success further on!

Martin Bachmann: Thank you!

Building personal brands through photography

Michael Chia

The importance of building one's personal brand in social media cannot be underestimated. What you say about yourself on LinkedIn, Facebook, Twitter and other channels, and how you appear there, can either enhance or diminish your personal message.

The first thing people see when they visit your LinkedIn profile, or Twitter account, is your photo. That's why you should not underestimate the role of the "right" photo which ideally has to communicate not only your appearance but also your personal value proposition.

I have recently participated in a very fun photo shoot during which Michael Chia, a Singapore-born, Brussels-based photographer, spent about two hours shooting images of me. I liked the results, some of which you can see in this blog post, and so I decided to chat with Michael about his work.

In this interview Michael talks about his profession, which is  essentially capturing people's personalities through photo portraits.

Schmoozy fox: What is, in your opinion, a successful photo portrait?

201002_Olga_117

Michael Chia: A successful photo shoot for me means projecting a personality of my client through the use of images.  In this, I aim to ooze out  and exaggerate that personality during the shoot.  I use the word 'exaggerate' because it is an important element.  That personality could be a hidden trait that others do not get to see.

Sometimes that can be difficult for people who are more camera shy, and in this case, I chat them up and make up some personalities along the way.  The final image should be built based on the interaction between my client and myself.  Similar to finding a mix of chemistry with the ingredients we have to get that right shot.

SCHMOOZY FOX: How important is it to have a professional quality photo, that shows one's personality, as part of one's profile on LinkedIn or Twitter, for example?

Michael Chia: Many people underestimate the power of photography in their profiles.  They spend infinite time and resources creating websites to market the services they offer.  When it comes to photography, they stick to a snapshot of themselves!

Remember -  a picture paints a thousand words. That photo you use is your personality, a valuable visual business card. It tells your potential clients who and what you are.  In this era of the Internet, 90% of the time your potential client's first contact with you is the website.  You want to have that single image to reach out to that potential client with the correct message.

SCHMOOZY FOX: When business people come to you to order a portrait, what do they usually want? Do they want to look serious and professional or appear more personable and authentic?

Michael Chia: Most of the corporate clients have a preference for the more serious and professional appearance.  And in certain cases, it is hard to break away from the normal convention due to the nature of their business and their clients' fixed perception of what image should be related to that business.

Coat_throwing

Nonetheless, my role as a photographer also includes me acting as a consultant and injecting ideas into the process.  At times, I am able to convince my clients to move away from conventional photography. Alternatively, I'll shoot according to the brief while still aiming to avoid the dry, boring and static shots. What I look for is dynamism in the shots.

On the other hand, many small or new business enterprises miss the perfect opportunity.  Instead of crafting out something unique through the effective use of personal portraits, they try to project themselves as a big company with the serious, static and boring shots.

Photo by Michael Chia: Funky Olga!

Let's face the facts.  Nobody likes to work!  Given a choice we'd rather be on permanent vacation.  The truth is that we all have to work.  If we have to work, the preference is to work with people who can be personable, fun and approachable (not forgetting competent). Here photography can play a deciding factor.  The smaller the team is, the more important images are in projecting your visual business card.

And when I have clients who need shots for non-business use, moving away from the static and standard shoots is a big must.  Why should they stand or sit on chair, facing me at 45 degrees angle smiling into the camera?

No. No. No.  This is the perfect time to have funky portraits.  Move. Jump.  Dance.  Scream.  Pout. Be yourself or be who you want to be and capture that moment!

SCHMOOZY FOX: Your own style of photography is very personable and funky. Could you reveal some elements of our own photo session and how you managed to pinpoint my personality that you wanted to show through photos?

Michael Chia: I make it a point to meet all potential clients before I take on an assignment, that's why I asked you to meet before the photo session.   To me, that first meeting gives me an idea of the client's expectations, exchange ideas and finding a 'style' for the shoot.

Both the client and me have to find that chemistry to work together.  As you mentioned, I pinpointed your personality.  What I actually did was this: I found your style, cooked up a chemistry, exaggerated that funky and foxy personality in you and made us both work together to achieve that. 'Work' is a bad word ;-)

Photo by Michael Chia: "Foxy & Funky"

Let's replace that with playing funky music and me chatting you up with nonsensical, hypothetical questions.  When your guard is down, you are more relaxed, open to ideas and everyone has fun.

Having fun is a key ingredient in my funky photography shoot!

Lotty Dotty: an up-and-coming funky brand discovered during Paris Fashion Week

LottyDotty founders showing their products. Photo by SchmoozyFox As mentioned in the article Events as Brands: Paris Fashion Week , I promised to shed more light on some of the brands I discovered during my recent visit to Paris. Lotty Dotty, a Paris-based start-up that manufactures funky T-shirts, is one of them. Having heard about Lotty Dotty prior to visiting Paris, I noted down the address of its showroom near the Pompidou center in Paris, and got in touch with Lotty Dotty's co-founder, a Paris-based US born fashion designer Shevanne Helmer.

Shevanne and her business partner Maya Persaud greeted me in a showroom full of colorful T-shirts featuring Lotty Dotty dolls dressed up in fashionable outfits. What's so special about this new funky-to-be brand and how does it intend to stand out from the crowd? While Lotty Dotty's founders are working on its brand new web site, here is already a preview of the concept.

SCHMOOZY FOX: What's the main concept of Lotty Dotty?

Shevanne Helmer: Lotty Dotty has developed a new T-shirt concept that allows one to change the look of one’s t-shirt by using detachable parts. The basis of our t-shirt is the screen printed doll with a sewn on Velcro bathing suit.

EachT-shirt will be sold with detachable mini outfits. This will give our customers the flexiblity to change the doll's clothes – undress and dress her. Our mini clothing collections are designed by unknown and up-coming designers.

This concept is so new and original that we have acquired a design patent.

LottyDotty mini dresses

SCHMOOZY FOX: How did you come up with this name, and what brand values does Lotty Dotty communicate?

Shevanne Helmer: Maya came up with the name Lotty Dotty. It is a name that invokes souvenirs of our childhood, and it is all about being playful!

We wanted to offer several T-shirts in one. This coincides with our will to do as much as we can to preserve our environment. Our T-shirts are made of organic cotton and bamboo and we try to use recycled materials whenever possible. Our ideals represent an increasingly growing trend for responsible consumerism.

LottyDottyTshirts

SCHMOOZY FOX: What is your business model?  Will you sell through Lotty Dotty branded boutiques or will you rely on distributors? Are you thinking of going into e-commerce?

Shevanne Helmer: As of today we begin by marketing 2 products: the first is our T-shirts for women and girls and the second is our “mini-clothing” collection. We are also thinking of introducing boys' and men's collections in due course.

We aim to sell our tee shirts in specialty and upscale department stores. We will also sell on our web site and are considering possibilities for mass-customization.

Shevanne & Maya, LottyDotty's co-founders

SCHMOOZY FOX: in my previous blog post about Paris Fashion Week I talked about the importance of meta-brands, overarching, superior concepts that add usually positive associations to other brands that want to relate to them. Paris Fashion Week is certainly such a meta-brand. Even though you did not present your new collection in a catwalk show, what benefits did you have from presenting Lotty Dotty in this showroom during the Paris Fashion Week?

Shevanne Helmer: Participating in Paris Fashion Week is very important because it gives a certain legitimacy to one’s company. It announces to the world that they have joined the “elite” corps. A certain glamour seems to rub off on your brand or line. I certainly felt compelled to launch our line at this event because it signaled, “Lotty Dotty is here!”

Aside from this, many buyers and press people from around the world are present in one place for a week. I met buyers almost everyday – they were just walking around the neighbourghood.  In this respect, we found it important to choose a strategic location for our showroom. I was able to lure some of them in and present them our tee shirts.

SCHMOOZY FOX: And finally, what's the brand vision that you have for Lotty Dotty? Why do you think customers will like it?

Shevanne Helmer: Lotty Dotty is truly a new concept. There is nothing like it! During the 6 months Maya and myself spent trying to figure out how to “dress and undress” the doll, we searched everywhere to find examples of something like this and we did not find anything. As already mentioned, we also patented this concept.

We hope that our customers will also find Lotty Dotty fresh, new and colorful. We also see  the potential   to develop our dolls, add more dolls,  as well as discover new designers!

In this economic climate, where everyone has to downsize, spend less, the idea of having several tee shirts in one can be very appealing.

SCHMOOZY FOX: Thanks, and the best of luck to Lotty Dotty!

A sleevless T-shirt by LottyDotty

Theo loves you

Photo courtesy of theo: view from the top floor of theo office to the patio

As I was walking through the windy Antwerp streets yesterday, I quickly gave in to the overpowering atmosphere of design, fashion and great interiors typical of this great city. I was on a mission to meet one of the important players on the Antwerp fashion and style scene, as well as internationally, Wim Somers, founder of a funky eyewear brand, theo. At the end of my journey through Antwerp's most fashionable streets that are host of great shops and funky cafés, I reached theo's office building. As I entered it, the exuberance of colors struck me with a good dose of positive energy, that I especially appreciated on a cold and grey day. My funky journey began, and here's an account of what I discovered by talking with Wim Somers, who had founded theo back in 1988.

SCHMOOZY FOX: Wim, the main reason I am here is that a couple of weeks ago I went to my favorite optician's store in Brussels, Capelle Opticien, to get a new pair of glasses. After having a little chat with the shop owner, I was recommended this great pair of theo glasses. Its design, a big edgy and unusual, and yet extremely elegant, prompted me to find out more about your company.

The frame came in a bright box, which displayed a very simple yet quite powerful message: theo loves you. Could you tell me the story behind this brand slogan? Wim Somers: We have been using this slogan for over 20 years now. It began as a memo on an order form and has developed into the slogan of the brand theo. This phrase communicates theo's core philosophy quite well. Since we distribute our glasses through opticians' stores, we rarely touch the final consumer.  By stating that theo loves our final consumers, we have a better chance of connecting with them closer, and communicating the fact that we have first and foremost their interests and their tastes in mind when we design our glasses. The phrase theo loves you encapsulates the spirit of the company, which is loving and friendly.

SCHMOOZY FOX: What makes theo so different? How do you make sure you stand out from the crowd?

Wim Somers and Olga Slavkina

Wim Somers: I guess, I can mention strong recognition of our brand, and our distinct style, by the end user. This is our strength and differentiating factor.

SCHMOOZY FOX: And who are your customers? What is the profile of theo's “typical customer”?

Wim Somers: For theo, the most important characteristics of our customers have to do with their emotional profile. By the way, these days more and more business people talk about emotional marketing, but when we started the company, it wasn't so common. However, already at that time, we thought of our customers in terms of their emotional profiles, not only gender, age and location. When we started, we served a very narrow avant-garde niche. With time, the niche expanded greatly, and now I can say that our customers are people with personality, those who prefer top-quality design that allows them individual expression of style and personality to the power of “labels”.

Photo courtesy of theo: Flandria model

SCHMOOZY FOX: I have the impression that most of the big eyewear brands are actually brand extensions of big fashion brands. Since theo is purely an eyewear brand, what are the advantages of that?

Wim Somers: Our advantage is that we are very strong at superior design, something that big fashion labels, that usually work through licensing agreements, do not often have.

SCHMOOZY FOX: Do you think of yourself in terms of geographical scope? For instance, do you say that you are an international brand, a Belgian brand, an Antwerp brand? Wim Somers: Well, I often associate theo with Antwerp, but we're often approached by opticians from many different countries who have heard of us as an international brand.

Photo courtesy of theo: Andalouse model

SCHMOOZY FOX: theo is for sure an important player on the Antwerp fashion scene. How does actually the image of Antwerp, you can say, the Antwerp brand, help you? Do you think that Antwerp has a strong image internationally?

Photo courtesy by theo: another snapshot of theo's funky office

Wim Somers: An interesting fact is that our end consumers usually know about Antwerp, and the fact that it's a style, design and fashion city. In fact, the end consumer is much more aware of Antwerp, and the fact that theo comes from Antwerp, than our collaborating opticians! The latter have rarely heart of Martin Margiela or Dries Van Noten, who are  famous fashion designers from Antwerp.

We often tap into the great fashion and style resources that exist in Antwerp. For instance, we have recently collaborated with an Antwerp-based rising star of fashion design, Tim Van Steenbergen, to create a spring-summer 2010 sunglasses collection.

SCHMOOZY FOX: What are the values of theo brand, and how do they correspond to your personal values? Wim Somers: Positive attitude to life, quirkiness, and fun.

SCHMOOZY FOX: Could you give your personal advice to anyone who wants to build a funky brand? Be different. Observe. Look at people in the street, see what they like and dislike doing.  I do most of my “customer research” in modern art museums around the world. Just by looking at their visitors, I can definitely get a good feeling forhow popular theo  is in that particular country!

SCHMOOZY FOX: Thanks for this  interview, and stay funky!

"When it is ordinary, it is not funky": Founder of BeFunky.com talks to SCHMOOZY FOX

Portrait of Tekin Tatar with the "inkify" effect applied Since SCHMOOZY FOX helps companies with business development and brand building projects aimed at helping them create funky brands, no wonder the site called befunky.com attracted my attention when I was surfing the web.

Befunky.com is a web application that allows create great effects for your photos – in a funky way. Today, SCHMOOZY FOX is happy to publish the first interview of the new year with the founder of befunky.com from Istanbul Tekin Tatar and learn about his plans for this project.

SCHMOOZYFOX: Tekin, in a couple of sentences, what's befunky.com all about?

Tekin Tatar: BeFunky is an easy-to-use web application that allows anyone to create amazingly rich, professional-quality artwork from digital photos with a single click.

SCHMOOZYFOX: There are other photo editing sites out there, how does befunky.com differ from them?

Tekin Tatar: First of all, we look at photo editing from a different perspective. Our perspective is “One-Click Creative Photo Edting.” At BeFunky.com, anyone can create great-looking artwork from photos simply by uploading images, clicking on the desired photo effect and letting BeFunky take care of the rest. On the other side, traditional photo editing sites or software take a lot of time to achieve the same result and you need photo editing experience/talent to complete all those steps.

Second, some photo effects like cartoonizer, impressionist, oil painting use very sophisticated state-of-the-art image processing and computer vision engine techniques developed entirely by BeFunky. It is nearly impossible to reproduce these effects on other photo editing sites. We are certainly ahead  of them in terms of quality.

SCHMOOZYFOX: Do you earn money based on subscriptions? The free option of your site is nice, but it's accompanied by banner ads. Do you have to pay to get rid of them?

A befunky.com screenshot

Tekin Tatar: It’s been only 3 months since we started to charge for premium features. We call this service BeFunky Plus. BeFunky Plus service makes it easy for individuals and businesses to benefit from high-end, professional looking photo creativity with minimal impact on their bottom line. The service includes features like higher resolution editing, commercial rights usage, outputs without watermarks, and yes, an ad-free experience.

Yes, we are making money. We are not cash flow positive yet but we know we can be.

SCHMOOZYFOX: And what's your personal funky story? What prompted you to create this business?

Tekin Tatar: I previously spent 3 years at McCann Relationship Marketing as a business development  director at Istanbul office.

We first started with the idea of drawing people’s cartoons manually and selling them through a website. Think about a street corner artist opening a web based shop. The artist was Mehmet Ozkanoglu - although he was not actually working in the street :) ! He is one of our co-founders and Creative Director of BeFunky.

An image from the befunky.com site edited using the "old photo" effect

We received positive feedback to this idea and then decided to build this business in a totally automated version. The challenge was, “How can we give the power of the talented person to an ordinary person?” We met with Tolga Birdal, who is our other co-founder and Chief Engineer of BeFunky. Tolga’s engineering talent, Mehmet’s creative vision and my business mind came together to form BeFunky.

BeFunky has achieved tremendous growth very quickly. To date, nearly 100 million digital artwork pieces have been created using the instant online service at BeFunky.com. We attract more than 1 million unique visitors a month.

SCHMOOZYFOX: As someone with passion for funky brands, I want to know what makes your brand funky, apart from its name?

Tekin Tatar: There are a lot of facts but the most important part is this: people love BeFunky, because they feel creative with their photos and have fun with their experience. This in a way goes against conventional wisdom telling us that an individual can’t be creative unless he/she has the talent and experience!

BeFunky shows that this is not true. We are changing the way people perceive photo editing.  We are empowering people to be funky and feel funky – that’s what it means! SCHMOOZYFOX: Finally, what would be your advice to all entrepreneurs thinking of building funky brands?

Tekin Tatar: Find good people who will be your soul-mates through the journey. Every founder and employee should be passionate about the product. If there is no passion it becomes ordinary. When it is ordinary it is not funky.

Don’t underestimate details. People love details. Every funky brand is obsessively designed to be perfect in detail.

Marketing is not all about spending money on PR or creating campaigns. Marketing starts from the very beginning. Spend time on your logo, colors, mantra etc. Make sure that it sounds fun and/or makes people happy.

SCHMOOZY FOX: thanks for sharing your passions with SCHMOOZY FOX, and I wish you a lot of success with your funky venture in 2010!

Photo of yours truly with befunky.com effects applied

Baileys Irish Cream: enjoy life!

Celebrity endorsement: Kim Cattrall for Baileys As part of the Funky Brand Interviews series, I am happy to talk to James Payne, Global Communications Manager at Baileys Irish Cream. Baileys is one of the best-selling liqueur brands globally and originated in 1974 in Ireland.  R&A Bailey & Co. who created Baileys became part of Grand Metropolitan, which merged with Guinness to form Diageo in 1997.

Today SCHMOOZY FOX talks with James about the recent celebrity endorsement of the Baileys festive bottle by actress Kim Cattrall, as well as the activities undertaken by the Baileys team in order to connect to fans of this drink through online channels.

SCHMOOZY FOX: James, the Baileys Facebook fan page has almost 800 000 fans. That's a massive number! When did you launch your Facebook page and how much time did it take you to reach this number?

James Payne: Anne Katherine Elmsgard, a fan in Denmark, launched the page early in 2008.  We got in touch with her later that year and asked if we could help her to manage the page and do more with it.  She was actually really keen for us to get involved because, while she really loves Baileys, she didn’t have much time to actively manage the page.  The fan growth has been completely organic – most of the growth took place between October-December last year.  The page went from less than 200,000 to over 600,000 fans in three months.  While we have fans on the page from all over the world, Latin countries seem to have really embraced the fan page.  Italy is the country with most fans – almost 220,000.  In terms of languages, Spanish speakers are the biggest group, followed by English and Italian speakers.

SCHMOOZY FOX: What's the profile of somebody who likes Baileys? What would be some of the most common characteristics, not only in terms of age, gender and place of residence, but also in terms of the emotional motivations that trigger your customers' interest in this brand? James Payne: Baileys has an incredibly broad consumer base – its delicious taste appeals to so many people!  This makes it harder to describe a typical profile in demographic terms.  I think it’s more useful to consider the kinds of characteristics that Baileys drinkers have in common.  People who drink Baileys frequently tend to be people who enjoy life to the full and savor all the pleasures that life sends their way.

Baileys is very much a ‘feel’ brand not a ‘think’ brand – it’s not about how many years it’s been in a barrel or how it makes you look to people who don’t know you.  It’s definitely more about the amazing sensation of it melting on your tongue, warming your mouth and tantalizing your taste buds; it’s about the warm feeling you share with good friends when you can have your guard down and be yourself completely - moments when, because you know each other so well, a look or gesture can communicate a thousand words or have everyone laughing out loud.

SCHMOOZY FOX: And do you think that Facebook can help you get in touch with such people?

Baileys festive bottle

James Payne: Facebook has become so ubiquitous in so many countries that there is clearly an overlap between Facebook users and people who love Baileys – the organic growth of the fan page is a really good demonstration of this.  The challenge when you’re dealing with a ‘feel’ brand like Baileys is that it can be difficult to properly bring the brand to life via short status updates or wall-posts.  We’re still learning what our fans want.  We’ve asked them and in many cases they want to hear about things like new ways to try Baileys so we regularly share recipe cards on the page.  We’re keen that the fans communicate with each other too so we regularly add new discussion topics and polls to the page.  We try to offer them special and exclusive content too – for example, this week we’re posting an exclusive behind-the-scenes video of a recent celebrity photo-shoot that our fans will get to see first.

SCHMOOZY FOX: Why are most of the status updates on your Facebook page both in English and Spanish?

James Payne: There are slightly more Spanish-speaking fans than native English speakers on the fan page, but we believe that English is likely to be the most widely understood language so we lead with English and follow up with a Spanish translation.  Ideally we would have an Italian translation too, but three translations would start to look a bit clunky.  A new functionality allowing geo-targeted status updates launched on Facebook last week so we are investigating how best to use this to communicate with our global fan base most effectively.

SCHMOOZY FOX: You've just featured some great behind the scene photos from your photo shoot with Kim Cattrall, who played Samantha in Sex And The City. In the photos, she's wearing a dress designed by Patricia Field to launch the Baileys Festive Bottle which comes with a red bow. Is it the first time Baileys is doing a celebrity endorsement? Could you tells us a bit more about Baileys' partnership with Kim Cattrall? Why was she chosen?

Images courtesy of Baileys

James Payne: I’m sure it can’t be the first celebrity endorsement in the brand’s history, but it is certainly the first recent partnership with a celebrity.  In many countries we have sponsored high-profile TV shows like Sex And The City, Friends and Desperate Housewives when they were at the peak of their popularity so there is that link between Baileys and shows with celebrity-filled casts.  In this case we wanted someone to launch our Baileys festive bottle who embodied the qualities of the brand.  I’ve already mentioned that Baileys drinkers tend to enjoy life to the full and savor all the pleasures that life sends their way.  I think people can see that in Kim and the characters that she plays.  She also genuinely loves Baileys – I think that’s pretty clear from the behind-the-scenes video!

SCHMOOZY FOX: What other activities are you planning to undertake in 2010 in order to build online brand presence for Baileys?

James Payne: Our key focus for Baileys in the digital space is to find ways to build a closer relationship between the brand and our consumers.  We want to find ways to recognize and reward our drinkers.  Facebook allows us to do this in a limited way, but we can do this in a much richer way if our consumers sign-up for The Baileys Lounge on Baileys.com.  This is our exclusive members experience, with new recipes from top chefs and mixologists, life and style content (from party tips to expert interviews) and exclusive offers and competitions to give something back to our consumers.  It’s a really good way for people who love Baileys to get regular treats and surprises through the e-mail updates.

SCHMOOZY FOX: many thanks for this interview, and I wish a very sweet 2010 to yourself and the Baileys brand!

Boticca.com: selling unique jewellery online

Boticca.com is a new online marketplace that sells hand-crafted unique jewellery and accessories made by independent designers. Shortly after Boticca's launch, SCHMOOZY FOX has talked to the company's CEO about Boticca's brand values.

Artists and brands

As a follow-up to the article "Is Branding Important for Artists?", this is an interview with Florida-based young artist Thaneeya McArdle. In this funky brand interview, Thaneeya talks about her passion for art, developing human connections with the help of the Internet, living life to the fullest and about her funky artist brand.

Marlies Dekkers talks about her lingerie revolution

Second in the SCHMOOZY FOX funky brand interview series, this article reveals the personality of the Dutch fashion designer and entrepreneur Marlies Dekkers, creator of the successful lingerie brand marlies|dekkers. In this interview, Marlies Dekkers shares her enthusiasm, drive and passion for the fashion empire she has created from scratch and turned it into a successful business and lingerie brand of choice among many celebrities. It's an inspirational story for all women entrepreneurs who dare to be.

Interview with Rowan Gormley, CEO of Naked Wines

An interview with Rowan Gormley, CEO of an online wine retailer, based in the UK: Naked Wines. In charge of Virgin Money and Virgin Wines in the past, Rowan Gormley started his own venture, Naked Wines, in 2008. He talks to Schmoozy Fox about the social networking features of his business, and the Naked Wines brand personality.