In this video, Dan Ariely, a behavioral economist and author of Predictably Irrational (a great read), talks about marketing frameworks. He gives an example of a marketing class that he once taught to a group of executive MBAs at MIT. It's a rather entertaining example, and I am sure that many of you will find it amusing. Enjoy, and have a good weekend.
My goal was to show how my approach towards building product and services brands can be applied to building personal brands.
But what is a personal brand, anyway? In my presentation, I defined it like this:
Personal branding is a framework of associations, values, images and actions through which people perceive The Unique You.
In other words, it's your unique value proposition, something that makes you stand out from the crowd, and something by which others can remember you.
In my presentation, I mostly focused on the advantages of good personal branding in professional life, and demonstrated several important steps that one would need to go through in order to craft a strong personal brand.
I spoke about how personal brand audit, brand positioning and brand promotions -- some of the steps that I use in product brand strategy -- could be used in the area of personal branding. To give an example, your LinkedIn professional headline is a very good place simply made for a personal brand positioning statement. Most people do not use it to their advantage, listing their job title, rather than their Unique Value Proposition, in their professional headline on LinkedIn. Look at my own example of my personal brand positioning statement:
As you can see, my job title is listed under "Current", whereas my professional headline is all about my unique value proposition. In 120 characters (that's how much LinkedIn allows!), I said a lot of things that summarize a lot of important facts about myself:
- Passionate = I am definitely passionate about my profession!
- European = this shows both where I live and the geographical scope of projects that I work on
- Funky branding diva: this one catches a lot of attention on LinkedIn! The "funky branding" part refers to my Funky Brands™ philosophy, as well as my blog about Funky Brands. And, yes, diva! I don't need to explain this one, do I? :)
- The next phrase (Offering creative, web-enabled strategies to position and build your brand) also contains a lot of useful information about my personal value proposition. It shows that creativity is my strong point, that I know the web, and am strategic. And of course, I know how to position, build and nurture brands!
I gave several examples of people with strong personal brands, among which was Jean-Pierre Lutgen, with whom I had published a Funky Brand Interview about Ice Watch.
For more information about this event, search #MyFunkyBrands on Twitter, and visit my Facebook fan page. You can also read my article Several degrees in one personal brand published by The Personal Branding Blog.
I've written about brand celebrity endorsements in the past. In one of my articles, A new kind of brand ambassadors: famous entrepreneurs, I talked about the growing tendency among brands to form partnerships with famous people other than actors and musicians. A whole new kind of brand ambassadors is emerging. In this article, I talked about a Swiss watch brand Maurice Lacroix choosing Wikipedia’s founder Jimmy Wales as its brand ambassador.
And here’s another interesting example. H&M, a Swedish fashion brand whose strategy revolves around frequent brand partnerships (usually, with famous designers and performers), has launched a fashion collection co-branded with a fashion blogger Elin Kling.
It seems that brands are moving away from associating themselves with famous and glamorous people towards working with those who have a lot of personality.
As we've seen in the story of Ice Watch, its founder went a step further, hiring an unknown girl from a Dutch village as the face of the brand. There's surely a tendency emerging in the world of marketing and branding, where companies want to connect to their customers in more genuine ways, moving away from celebrity status towards something more real, and yet convincing and glamorous.
In my blog post The Zuckerberg Brand I talked about the recent positive buzz that has surrounded Mark Zuckerberg, and how it has boosted the brand of the company he had founded, Facebook.
Paraphrasing myself, Facebook is known pretty much by everyone on planet Earth. Facebook’s business model relies on people to trust it with their data. If they trust the CEO, they are much more likely to trust the platform.
The blog post about Zuckerberg resulted in some friends’ comments posted directly on my Facebook profile. To summarize, there was general hesitation towards powerful CEO brands. One of my Facebook friends argued that the "CEO star syndrome would eventually hurt the company in question".
Sure, there are, of course, certain risks involved when you embark upon a thrilling mission of building your personal brand. This is especially true when you are an entrepreneur. You might doubt if it's the right strategy to be known for being yourself first, and only then for being a company founder and CEO. All kinds of concerns might be running through your head...
What happens if I build a lot of personal brand equity and then decide to leave my company? What if this will leave customers dissatisfied? And what if the business loses its appeal and its brand image changes and becomes worse?
There may be many what if's one could come up with. And here's my advice to you: dump the what if’s. Build your personal brand, and invest in it as much as you can. The Funky Brands philosophy applies also to your personal brand: it's better to stand out from the crowd than be like everyone else.
And hey, if you are a cool and famous person, it’s just so much better than the opposite, right? It will also help your business, too.
A couple of Funky Personal Brands of successful entrepreneurs that come to mind are Oprah Winfrey and Gary Vaynerchuk.
Oprah herself (www.twitter.com/oprah) has almost 5 million followers on Twitter! Her businesses, such as Oprah magazine and Oprah radio, have significantly fewer followers. However, Oprah might also tweet about her businesses from her personal account, so the cross-promotional opportunities between herself and her businesses are enormous.
Gary Vaynerchuk (@garyvee on Twitter) is a personal branding phenomenon. Gary grew his dad’s liquor store in New Jersey into a multi-million dollar online wine retailer by understanding the essence of social media. I think his secret is dedicated engagement with his customers and fans throughout social media channels, and an edgy personality that he’s not afraid to broadcast on the web.
He’s genuine, and it shows. He might not be everyone’s cup of tea, but his honest and direct style is impossible to copy. It’s key to his funky personal brand. Read Gary's tips on building your personal brand here.
So, dear entrepreneurs, understand who you are and what drives you. Get into your full personal power. But don’t set the goal of being liked by everybody -- this is not going to happen.
Simply be yourself, and express your passions. And then think of the best ways to get your personal brand known to others. You’ll have fun, and meet like-minded individuals.
And you know what? Your business brand may get an incredible boost from your funky self-expression. Have fun!
Two of my recent articles, Brand mascots and Beastly branding, focused on using fictional characters (most often animals) as brand ambassadors. To summarize, some brands have been successful using fictional human or animal characters as their brand mascots with the latter helping create powerful emotional links between brands and consumers.
One of the popular recent campaigns involving beastly brand mascots has been unraveling in the UK where www.comparethemarket.com (an insurance comparison site) has launched a brand promotional ad campaign built around a figure of a Russian-speaking meerkat Alexandr Orlov. ((I have discovered the story about Orlov in an article about Antropomorphic marketing by Stephen Brown in Marketing Review, Fall 2010, Vol. 10, issue 3, pp. 209-224 ))
Somewhat cheesy and absurd, the supposedly Russian meerkat Orlov (by the way, his accent does NOT sound Russian) has nonetheless managed to attract a huge amount of attention across the UK. As a result of the meerkat campaign, which included the launch of the site www.comparethemeerkat.com, as well as TV ads, sales on comparethemarket.com have skyrocketed.
As part of the meerkat-campaign, www.comparethemarket.com has also published a fictional autobiography of Orlov, The Simples Life, which has already sold more than 130 000 copies!
Today I want to talk about an interesting example of a product launch video that I've spotted through the Facebook feed of Jean-Gabriel from FreshUp.TV. For branding addicts, its main attraction lies in the fact that it has included several impressively powerful branding techniques in one go: co-branding (or brand partnership), celebrity endorsement and even country branding.
The product in question is Martini Gold by Dolce & Gabbana that has been co-branded by two iconic Italian brands. Here's an ad that accompanied the product launch:
As I've already written in my article Brand partnerships,
A brand partnership is usually a short or medium-term collaboration between two or more brands in order to enhance each other’s positioning vis-a-vis the target market.
In the case of Martini and Dolce & Gabbana, the co-operation between the two brands has been long-lasting and included such initiative as opening Martini bars within Dolce & Gabbana boutiques in Milan and Shanghai, and even a line of suits by D&G called Martini. The launch of Martini Gold is yet another step that strengthens both brands co-operation even further.
Italian actress Monica Belucci has starred in the Martini Gold ad acting as a brand ambassador. In addition to that, the ad has been directed by a famous film and music video director Jonas Åkerlund who himself has a celebrity status.
One of the main aims of this video is to evoke the origins, culture and lifestyle of Italy. Italy is also highlighted by the La Dolce Vita style of the ad, and a mix of Italian style and fashion icons. Monica Belucci embodies Italian cinema, and both Martini and D&G represent refined Italian style. The scenes of Rome highlight the Italian cultural background of the product even further.
For many brands, especially those with a lot of heritage and strong cultural roots, associations with their home countries can enhance the overall brand image and give it a special zing. Look at how Dolce and Gabbana stress the importance of Martini Gold being a truly Italian brand:
"Advertising, as you know it, is dead," wrote Sergio Zyman, a former Coca-Cola executive in his book The End of Advertising As We Know It. ((page 1, published in 2002)) Most people switch their brains off when bombarded with useless ads that do not give anything valuable to them. Well, at least I do, especially when I receive endless direct mailing letters and leaflets that clog up my mailbox every day (See my post Winnie the Pooh and Responsible Marketing).
But sometimes, advertising can be innovative, not only in terms of content, but also where it appears. Here's a list of innovative advertising spaces and mediums that I have put together for you:
Eco-friendly paper hangers
The Smart Hanger, an eco-friendly startup from Canada that I featured in a Funky Brand Interview back in August, provides an innovative space for advertisers who display their messages on hangers made from recycled paper. Those who view the ads, actually perceive them in a positive way, since the Hanger helps solve a problem of landfill waste.
This is a photo of a Villo city rental bike in Brussels, featuring an ad by a hosiery manufacturer, DIM. I think DIM did a pretty good job here selecting the bike as an advertising medium to promote their stockings. I can imagine many female bikers would hesitate to rent a bike in the fear of ruining their stockings, and DIM proposes to solve that issue. (The fact that scarce biking paths in Brussels make this city ill-adapted for this activity is more important than stockings, but this is a whole different issue).
404 error pages on web sites
Murphy's beer (a brand that belongs to the Heineken group) ran a Murphy's Law (( Murphy's law is, "Anything that can go wrong, will go wrong.")) ad campain by placing ads on 404 error pages of the Dutch portal Planet Internet back in 2000. I think that the ad space itself is rather innovative, though I doubt this kind of a campaign would trigger a lot of associations between the beer and Murphy's law, even when somebody lands on a "wrong" page.
I am listing this "medium" here as it's quite unusual, but it's also pretty controversial. In fact, several companies have made attempts to link advertisers with those people who're willing to tattoo ads on their body. However, it seems that these companies didn't live too long. For instance, Body Billboardz, a social network of people willing to tattoo ads, doesn't seem to exist any more. Something called Handvertising USA probably went bust as well.
I can imagine that there would be many volunteers willing to provide "ad space" on their bodies, but the other side of the market -- advertisers -- probably wouldn't want to risk their reputation by "placing" tattoo ads on people.
Body art is a whole different matter, and body painting has been used by advertisers to create artistic effects as the one on the left. Remember that Paris Hilton wore nothing but a thick layer of golden paint to launch Prosecco Rich?
If you have more examples of innovative ad spaces, please comment! :)
See another example in this post.
The sleek business card of Jean-Pierre Lutgen, CEO of Ice Watch, displays the addresses of his two offices: one located in Bastogne, a Belgian town near the border with Luxembourg, and another one in Hong Kong. From Europe to Asia, this funky brand has become true arm candy for millions of fans. Although the company was founded only 3 years ago, it’s difficult to refer to it as a startup, as the high brand recognition of Ice Watch internationally puts this company already in the league of well-established funky brands. Today, Jean-Pierre Lutgen, the creative and entrepreneurial founder and CEO of this funky brand, talks about his passion for Asia, plastic, marketing and putting pieces of the puzzle together.
SCHMOOZY FOX: What’s the concept behind the brand of Ice Watch?
Jean-Pierre Lutgen: Ice Watch is based on two main elements: people’s desire to seize and express change, and a strong identity. To address the former, we have put together 10 different watch collections. Collections change twice per year, just like in the world of fashion. Their affordable price (staring at Euro 59 per watch) allows people to buy several watches at a time, so that they could match their different outfits, and different moods. We know that many of our customers like to collect different models of Ice Watch. Because they like change! Even our brand slogan is, “Change. You Can.”
The strong identity is seen not only in the funky and refreshing design of the watch itself, but also in its packaging, which has become an inseparable part of the product, and of the brand as a whole.
SCHMOOZY FOX: To prepare for this interview, I’ve watched several videos about Ice Watch in which you talk about the company. But you rarely talk about yourself. What is your background, and how did you make Ice Watch happen?
Jean-Pierre Lutgen: I studied at the university in Louvain-La-Neuve, and then I spent 10 years running a small corporate gifts company in Bastogne. I was quite different from my university friends, who all went on to work at established companies, and followed structured career tracks. My corporate gifts company had many ups and downs throughout the years, but I overall I enjoyed this highly entrepreneurial experience.
SCHMOOZY FOX: But besides studies and work, there must be other personal interests and skills that made Ice Watch possible?
Jean-Pierre Lutgen (smiling): You know, I think that success in life does not suddenly appear out of nowhere. Same with me, I can now see that a lot of my interests, passions and experience have developed over time. They were like pieces of the puzzle, lying around scattered on the floor. And finally, I put the puzzle together! For instance, as a small boy, I liked playing with pieces of plastic. I’ve always loved Asia. And I’ve appreciated the power of smart marketing. In addition to that, during my experience at the corporate gifts company, I made precious contacts in China, who later on became my very trustworthy manufacturers of Ice Watch. So, in the end, many of my passions, interests and skills fell into one place.
SCHMOOZY FOX: Often startups think that their brand will take care of itself. How did you approach the brand strategy of Ice Watch?
Jean-Pierre Lutgen: My impression is that most startups apply brand thinking in the best case only to the product. This is not a recipe for success. For me, a strong brand concept was the starting point of the whole business. The raw idea was mine, but I bounced it off many knowledgeable people, and invested the necessary time into refining the concept over and over again. Afterwards, I made sure that each element of my business strategy supported the brand concept.
I did think through the brand strategy early on, indeed. I also knew that expansion of the brand, and the growing demand for the watches had to match our ability to scale up production very quickly. And this is when I could rely on the already established network of reliable business contacts in Asia. A combination of brand thinking and dedicated production facilities was really powerful.
SCHMOOZY FOX: It’s hard to believe the amount of press coverage internationally that Ice Watch has received since its launch. Can you attribute this success to a single event or a series of activities?
Jean-Pierre Lutgen: I worked with PR firms in each of the countries where we were launching Ice Watch. But instead of fully outsourcing press relations, I myself was fully involved in organizing events and press conferences for journalists. I guess, as a complete outsider, I just thought out of the box all the time and spotted unexplored ways of connecting with journalists. For instance, instead of inviting them to the Ice Watch launch events by email, I insisted that we send them empty Ice Watch packaging boxes. When they received attractive boxes, of course they were curious to see what was inside. And when they opened them, they saw a custom-made invite which replaced the actual watch. They were intrigued, liked the packaging, and wanted to discover the product as well!
SCHMOOZY FOX: Who is the blond lady who features on almost all ads of Ice Watch? Is she a celebrity?
Jean-Pierre Lutgen: She certainly has the looks of a celebrity! Her name is Melissa, and she is very far from the world of fashion and modeling. She works in her mother’s restaurant in the Netherlands. I had a very clear idea of what kind of woman could be our brand ambassador. I explained what I was looking for to a well-known fashion and art photographer from Antwerp, Marc Lagrange, and he found Melissa. The photos, as well as the rights to use them, cost me 10 000 Euros, which was a ton of money for a startup! But in reality, it’s very affordable compared to what I would have paid for a well-known celebrity!
SCHMOOZY FOX: What’s behind the name “Ice Watch”?
Jean-Pierre Lutgen: Brand naming was an important aspect of the overall strategy for us. Initially, we wanted to make transparent watches, and “Ice” was a good match. But even though we extended the concept to a variety of materials, not only transparent, Ice Watch was still our top choice. “Ice” represents purity. Nowadays, when humanity has to deal with the problems of rising temperatures and climate change, ice has become a luxury! In other words, Ice Watch is pure, democratic, transparent in the way it communicates and connects to people, and luxurious at the same time!
SCHMOOZY FOX: Where do you get so much energy to develop your funky brand?
Jean-Pierre Lutgen: From working with people! I travel all the time, and I don’t sleep very much, but once I start working with passionate people around me, I find the energy back.
SCHMOOZY FOX: And finally, why is Ice Watch a funky brand?
Jean-Pierre Lutgen: The watch industry is rather traditional and somewhat conservative even. Ice Watch has stormed this product category by a refreshing concept, and its democratic values. “Funky” also signals “affordable” to me, and Ice Watch has become a true affordable luxury, able to brighten up the mood of many people around the world.
I first wrote about Zumba, a funky Latin workout, almost a year ago. In that post, I talked about the challenges that any services organization can encounter in its attempt to build a funky brand. The main challenge for Zumba, I said, was to ensure that its main customer touch points (places and ways in which people experience the brand) remain consistent. Which seems like a big task given millions of Zumba-like, or Zumba-inspired, courses currently offered around the world by external fitness instructors. Since then, I've taken several Zumba classes myself -- and not only out of my desire to do non-stop funky brand research! :) I also wanted to ditch the workout, and join the party. ((Zumba's brand slogan)). My personal observation is that many of these classes had very little Latin about them, featuring non-Latin music, and non-Latin dance moves.
In other words, my own Zumba experiences have been patchy, and differed from one place and instructor to another.
Perhaps Zumba management (to learn more about the company, see an article about Zumba's founder Alberto Perlman published by Sprouter) decided that keeping the brand consistent throughout its customer touch points was a difficult task to carry out. Perhaps they thought that it would be a good idea to build the brand by selling Zumba merchandise not only online, but also in real life.
In any case, I am not familiar with Zumba's selected strategy, but here are a couple of observations.
I came across Zumba-branded merchandise on the shelves of Di a couple of days ago. Di is a Belgian chain of shops that sell inexpensive cosmetics and home cleaning products. Di has also been expanding its health and wellness section by adding vitamins, food supplements, and slimming shape-wear. This section is where I spotted sizable Zumba-branded boxes, sold at retail price of Euro 69.95 per piece (pictured above). They were placed on a shelf underneath a TV screen that featured a demonstration of a Zumba workout, with the message "as seen on TEK TV " ((a Belgian TV store)) running across the screen.
Each box contained 4 Zumba workout DVDs, as well as a set of small weights. The packaging displayed a TEK TV logo.
What are the implications of this on Zumba's brand?
First of all, the importance of selecting appropriate distribution channels is crucial for building a strong brand. Even though the idea of selling Zumba-branded merchandise seems attractive ((at least on the local market, it could be a way of tapping into existing awareness about the brand name that has been created through workout courses, whether "real" or not)) per se, where it is sold, is of even major importance!
What strikes me as quite inconsistent with what could be a very funky brand, is the association of Zumba with a TV shop. I don't personally know very many funky brands that have been built through this not-so-funky distribution channel (but if you know, please submit a comment!)
I would question whether TV shops can reach the kinds of customers Zumba needs to be reaching. I saw lots of professional women "ditching the workout, and joining the party" after office hours. Which means that they probably don't have the time to watch TV shop sales sessions during the day. I suspect that an additional endorsement of a product by a TV shop means little to them.
Selling Zumba merchandise at a rather unexciting Di (think of it as an equivalent of the UK Boots, but with a somewhat duller product selection) would not be my top choice either.
To conclude, Zumba would be much better off building a funky brand through better selected and more exciting distribution channels.
Coach and Affordable Luxury brand strategy
Coach -- a brand of hand bags from the US -- has frequently featured in class discussions during my marketing courses. One could argue that its phenomenal brand success story can be attributed to a carefully orchestrated strategy of affordable luxury -- selling high quality bags at high prices, and at high volumes. In fact, its success has been so big that it has posted sales of $ 3.5 billion in the United States in the last financial year.
I knew about Coach not only from my nerdy MBA books. I visited a Coach shop for the first time during my first visit to the US, back in 1994. I went to a Coach shop again in 2000, when I was studying in Boston.
Both times, I was almost mesmerized by the almost magical effect that this brand seemed to have on those who visited its stores. American women looked happy and proud to leave with a new status symbol in their hands.
But to the Europeans, spoiled by a massive choice of high quality brands of hand bags, Coach has been literally unknown. With the competition so fierce, no wonder Coach waited for so long before entering Europe.
Coach in Europe -- lessons for other American brands
And finally, here it is. It chose to open its first European shop-in-shop in Paris -- a logical choice of the iconic capital of European fashion and style. The grand opening took place at Printemps on August 31st.
The distribution strategy that Coach will adopt will play an extremely important role for the degree of its brand success in Europe. Provided it is able to compete with many European brands in the same product category, it will establish a good pathway for other American affordable luxury brands in Europe.
A specific US brand with a successful affordable luxury positioning is Victoria's Secret. A sure winner on the US market, Victoria's Secret is likely to face a challenge of many established lingerie brands on the European market. It should closely watch Coach and learn lessons from its brand strategy in Europe.
Camper shoes was one of the first funky brands featured on this blog back in 2008. When Camper opened its shop in Brussels, I thought that a Funky Brand Interview would be spot on for SCHMOOZY FOX’s blog.
And here it is! I had a chance to talk to Miquel Fluxà from Camper. A son of Lorenzo Fluxà who founded Camper in 1975, he is responsible for business development and brand extensions at Camper. Educated at ESADE and Stern Business School in New York, where he studied business administration, Miquel thinks that one of his professional strengths is the ability to understand and work with creative people such as designers.
“I am not sure if I can call myself creative, at least in the sense of expressing myself through visual arts. But creativity is a very important element at Camper, and I very much enjoy working with highly creative designers who develop shoe designs, as well as those who have collaborated with us on our Casa Camper hotel chain project.”
SCHMOOZY FOX welcomes Miquel Fluxà to the blog about funky brands! All images in this interview were provided to SCHMOOZY FOX courtesy of Camper.
SCHMOOZY FOX: Miquel, first of all, what makes Camper shoes a funky brand?
Miquel Fluxà: Camper is without any doubt a FUNKY BRAND according to SCHMOOZY FOX’s definition!
We are constantly working on delivering new ideas to the market and we do it with passion and creativity. We think differently and we want to be seen different, although not in a loud, showy way, but with austerity and discretion.
We are serious about what we do, but do not take ourselves too seriously, so we like to add a twist of understated imagination and irony to everything we do. We have a strong core belief that we try to transmit to consumers through product, retail and communication so that they can feel the Camper experience.
SCHMOOZY FOX: And now, could you characterize the Camper brand by only 3 words? What would they be?
Miquel Fluxà: Authentic, thoughtful and imaginative. We are authentic because we have been shoe-makers for over 130 years and we are committed to the long term.
Quality and craftsmanship remain at the heart of what we do and what we are. We are thoughtful and caring with the people, culture and environment where we work. Camper means “peasant” in Catalan and we have always been connected to the Mediterranean rural world.
And imagination and creativity have always been in the core of the company, applied into every process from the pre-production phase until the recycling, always trying to do things in a different way.
SCHMOOZY FOX: Could one say that these are also the reasons why customers like Camper?
Miquel Fluxà: Yes, we think so!
We believe that our consumers know Camper values and share them. Our products reflect what we are: our know-how and creativity have always been the common thread of our collections, and we have now taken this to an upper level: Extraordinary Crafts, Creative Quality and Quality Execution, under which we combine our passion and experience with new ideas to create shoes that are useful, innovative and full of personality.
We think that this is something that our consumers take deeply into consideration when they decide to purchase a pair of Camper shoes.
SCHMOOZY FOX: Camper was founded by your father. What made you decide to join forces with your father and continue building Camper as a family business?
Miquel Fluxà: Although Camper as a brand was founded by my father in 1975, the origins of the company go back to 1877, when my great-grandfather founded the first shoe factory in Spain and later my grandfather continued with the factory. That makes us the fourth generation.
Although there was nothing planned and we had no obligation to continue building Camper, there is an important sentiment of responsibility of continuing the family business.
It also a great luck to work in company like Camper, which is an international company with fantastic people working all over the world, an interesting company with great projects, and based in a fantastic place like Mallorca!
SCHMOOZY FOX: Camper has a worldwide presence. What do you think are the countries where Camper is loved most?
Miquel Fluxà: Considering that the Spanish and European and some Asian countries like Japan and Taiwan consolidations took place in the 80s and 90s respectively, the presence of Camper in these mature markets is broader than in the new ones. However, the last decade has represented the introduction and development of the brand in the United States, Asia, Australia and more recently Russia.
We are confident that Camper lovers can be everywhere in the world. New technologies such as the social media have allowed us to collect information about unexplored markets and we are surprised of the quantity of fans that Camper has in countries where we do not even have a selling structure.
SCHMOOZY FOX: What are the main distribution channels Camper uses?
Miquel Fluxà: Camper is distributed through its own stores that we operate directly, and through multi-brand stores and department stores. The wholesale activity is currently the most important one.
The company was born in 1975 and during the first years the products were marketed only through multi-brand stores. However, we realized that the best way to create a whole Camper experience for our customers was by setting spaces that would allow them to interact with the shoes and the brand.
As a consequence of this reflection, in 1981 we opened our first store in Barcelona, and in 1992 we opened our first store outside Spain in Saint Germain in Paris.
SCHMOOZY FOX: As regards your online shop, what are the challenges and advantages for the consumer to buy a pair of shoes online ? What do you do in order to bring the in-store buying experience to the online world?
Miquel Fluxà: Probably the biggest challenge for us is to enhance consumers’ online purchase experience when they decide to buy shoes through our online shop and, therefore, we focus on three different factors.
First, we provide customers with as much information as possible about the shoes: detailed description, high quality pictures from different angles, quick search menu. Then, we seek excellence in our pre-sale and after sale customer service. Finally, we want the online purchase to be a total Camper experience as it would be to buy in a physical store.
For us the online store is another Camper store, only with a different format and approach to the customer, and we consecrate our efforts to ensure that the customers feel that they are at a Camper store, providing them with the same quality, service and warranties.
SCHMOOZY FOX: Finally, how does Camper plan to continue being a funky brand in the future?
Miquel Fluxà: We will keep on trying to make creative shoes, executed with quality and comfort and maintaining our commitment to sustainability. We will continue increasing our creative network with consolidated and future talents. But above all, we will remain faithful to our origins and values!
SCHMOOZY FOX: Thanks for this interview, and I wish you a lot of success with Camper!
Having talked about square wheels in the previous interview featuring a Swiss watch brand Maurice Lacroix, today our focus is on round wheels -- a Danish brand of bikes called Biomega. Launched in 1998 by an industrial designer Jens Martin Skibsted, Biomega is a company that has been building its brand through a rigorous strategy of brand partnerships. Through co-operation with PUMA and such world-famous designers as Marc Newson, Ross Lovegrove and Karim Rachid, as well with its bikes featuring in permanent collections of art museums, the brand of Biomega has occupied a very interesting niche on the bike market: a stylish, funky and functional luxury item for use in the city. Today I am happy to host Anders Wall, CEO of Biomega who shares his views on city bikes and funky brands.
SCHMOOZY FOX: Anders, the name Biomega sounds a bit like it could be a brand of healthy food or vitamins. Could you tell me the story behind the brand name?
Anders Wall: Indeed, some people also think that there is something “bio” about it. But in reality, the name was conceived as “bi omega” which visually would look like this ΩΩ. Two letters "omega" put together do look like a bike. Later on the name took a life of its own, and there’s no such association in customers’ minds.
SCHMOOZY FOX: Did Biomega follow a strategy of brand partnerships and co-operation with famous designers right from the beginning?
Anders Wall: Jens Martin Skibsted, the founder of Biomega, has designed most of the bike models. But indeed, Biomega was set to build its brand through partnerships with such famous designers as Marc Newson early on.
SCHMOOZY FOX: What’s the brand philosophy of Biomega? How are you reinventing the wheel?
Anders Wall: We think that a bicycle is often portrayed as a product consisting of many spare parts, rather than a complete whole. The “spare part” brand discourse is very typical to most bike brands, and it’s very rare that they address the values and needs of consumers other than technical performance. For Biomega, a bike is based on the concepts of integration, drivability, durability and visibility. By integration, we mean that a bike is one whole that can bring a lot of aesthetic value to the owner. By drivability, we mean that a bike should be easy to drive, fast in acceleration and quick in braking. Durability refers to the fact that our bikes will last. All of these qualities are important to keep in mind when a new model of Biomega bike is conceived and designed. And finally, visibility means that our bikes must make both the product and the user noticeable. Our products stand out in the crowd, and so does the person who's using the bike!
SCHMOOZY FOX: Why do you refer to Biomega bikes as New Luxury?
Anders Wall: Bikes and biking as a process in general is hardly ever associated with luxury. Biomega does add luxury to bikes, primarily through superior design. What’s important is that Biomega bikes are meant to be used only in the city. Through their ease of use and funky design they in fact compete with cars! In this sense, owning an astonishing bike with luxurious design as opposed to having to sit in traffic jams becomes a true luxury.
SCHMOOZY FOX: How much does it cost to own such an object of new luxury?
Anders Wall: The majority of our bikes cost around 1.200-1.500 Euro. Our special models like the MN is more expensive (prices start at around 3.500 Euro). Our most exclusive bike, a carbon version of the MN with special components, is sold at the price at 6.500 Euro. Our bikes are distributed through design stores, as well as selected bicycle stores.
SCHMOOZY FOX: Besides co-operation with famous designers, Biomega also went into brand partnerships. Could you speak about Biomega’s partnership with Puma?
Anders Wall: We have worked on a brand partnership with Puma for five years now. The brand partnership was based on the Biomega model Boston, which was created in special versions for the Puma brand stores around the world. These Puma versions carried both the Puma and the Biomega logo, and were unique in colors. Last year, our partnership was taken further and we are now a licensee of Puma. In the coming months we will introduce a new range of Puma bicycles – 5 models in total – which have been designed and produced by Biomega. Where the previous bikes were only sold in Puma brand stores, the new range will be sold through bike stores all over the world and online. This is a very exiting new business for both Puma and Biomega.
SCHMOOZY FOX: To what extent do you think Biomega can be called a Funky Brand?
Anders Wall (smiling): I think that SCHMOOZY FOX’s definition of funky brands is very much in line with Biomega’s philosophy. We are small (there are only 6 employees at Biomega!) but a very agile company. We think we have created a great company culture and built the business through a very rigorous brand strategy right from the start. The funky aspects are certainly seen by the final customer, but only few people realize that behind this there’s a lot of very meticulous business and brand strategy work done within the company! We’re also outward rather than inward-looking, and through our brand partnerships we have achieved a global reach.
SCHMOOZY FOX: Do you bike to the office?
Anders Wall: I live outside of Copenhagen, and actually take a train every day. But once I am in the city, I of course bike! I own several models of Biomega, including the MN model. After all, apart from being a CEO, I am also Biomega’s brand ambassador, and I very much enjoy it!
SCHMOOZY FOX: Thank you, Anders!
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.
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.
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!
Here is a photo of a magazine back page that I took this morning. It made me think of a new trend that is emerging in the area of celebrity endorsements: business celebrities as brand ambassadors. Even if you are not familiar with the term, you've most probably come across brand celebrity endorsements on many occasions. These are short or long-term partnerships between a brand and a real person, usually a celebrity from the world of music, sports or movies. If you've seen ads with Hollywood stars next to cars, perfume or other products, then you've seen a celebrity endorsement in action.
In such brand partnerships, celebrities serve as the so called meta-brands: overarching, superior concepts that add positive associations to other brands wanting to relate to them. For celebrities, it's also important to choose the right brands to work with, because at the end of the day, they have to pinpoint these people's personal brands.
My observation that I want to share with you today is this: most brands, especially luxury products, like to work with celebrities from the world of entertainment and sports.
However, it seems like there's a whole new trend emerging out there: celebrities from the non-entertainment world. They are not as widely known as entertainment stars, but they nevertheless have a lot of qualities that brands can tap into and benefit from. This trend is not yet very well explored by brands, it seems.
A concrete example that I want to share with you today is the recent brand campaign by a Swiss watch brand Maurice Lacroix. In particular, its brand partnership with Jimmy Wales, an American Internet entrepreneur and co -founder of Wikipedia.
The two other brand ambassadors that Maurice Lacroix chose -- Bob Geldoff and Justin Rose -- come from the worlds of music and sports, respectively. But Jimmy Wales is a businessman whose name is known to a lesser extent.
What's known much better is his non-profit foundation: Wikipedia.
What did Maurice Lacroix want to communicate by selecting Bob Geldoff, Justin Rose and Jimmy Wales as its brand ambassadors? I guess, the most important qualities that seems to unite them all are continuity, staying on course, and staying true to themselves. And of course, achieving results.
As brands look for authenticity and natural, not-too-commercial, ways of connecting with their consumers, we're likely to see more entrepreneurs, journalists, and other people outside of the entertainment world with strong personal brands, endorse products and services.
This morning, a friend sent me a link to a blog post by Guy Kawasaki, The Art of Schmoozing, written in February 2006. That was the year when truly yours was involved in a schmoozing project on a large scale, as I was doing my MBA, putting an infinite amount of case studies and business principles in my head, and, importantly, making contacts with intelligent and fun people. MBA programs are famous for their schmoozing opportunities. And here you go, even though I didn't read The Art of Schmoozing back in 2006, somehow its main points managed to reach me magically, to the extent that the name of this blog, and respectively, my brand strategy consulting, is called SCHMOOZY FOX.
It's not a pure coincidence. When I came up with the name SCHMOOZY FOX, I of course fully realized the fact that I was good at schmoozing, and that I could share some of my talents by helping companies build businesses and brands in a schmoozy (=co-operating, building relationships, looking for win-win deals) way.
"Schmoozing" is a word you'd hear most if you live in the US, so perhaps that article by Guy Kawasaki will help my non-American readers understand this term if they are not familiar with it, and importantly, use the following principles listed in the original article to enhance their business (and personal) lives:
- understand the goal
- get out
- ask good questions, then shut up
- unveil your passions
- read voraciously
- follow up
- make it easy to get in touch
- give favors
- ask for the return of favors
Also, this short video will give you a good perspective on schmoozing:
If you think that these principles are good only for individuals, you're mistaken. They are equally applicable to brands and businesses, especially those of the funky kind. It's only by being open to opportunities (“get out”), reaching out to your customers in an intelligent way (“ask good questions, then shut up”), loving the business you are building (“unveil your passions”) and respecting your suppliers and other business partners (“give favors” and “ask for the return of favors”) that you maximize your chances to build a funky brand!
Having already spoken about a company called Naked Wines, as well as Naked Chef, I am now going to speak about naked... vodka. Getting "naked" for brands is a demonstration of authenticity, openness and being perceived for what you are rather than what you look.
The "naked" tendency is becoming the sign of the zeitgeist.
Have a look at this "naked" bottle of vodka. It has no logo, and no name. Do you recognize it?
Even if you are not very much into drinking vodka, you must have guessed: it's Absolut.
The brand that has dressed up its famous Swedish bottle, designed back in 1979, into so many "outfits", is recognizable even "nude". This is a smart move, Absolut's response to the spirit of times, but something that only a VERY well-known brand could do. If your would-be-funky brand cannot boast any significant brand awareness yet, you gotta dress it up nicely first.
“For the first time we dare to face the world completely naked. We launch a bottle with no label and no logo, to manifest the idea, that no matter what’s on the outside, it’s the inside that really matters. The bottle visually manifests our belief in diversity and our standpoint when it comes to sexual identities. Of course it is also a wonderful piece of delicate and minimalist design, a true collectors item” says Kristina Hagbard, Global PR Manager at The Absolut Company (See original source).
In the past, Absolut has already made some associations with nakedness. Here is an image from my marketing assignment paper prepared together with my MBA team at IE Business school:
And here is a little analysis snapshot from the same paper we wrote:
You can see that one of the main product attributes is the "medical level purity". The naked bottle does a good job communicating this important feature of the Absolut brand.
Some time ago I came across a post on ClickX Why a good unsubscribe experience is important, and thought that the subject was worth talking about on this funky brands blog. Unsubscribe experience refers to the steps one needs to take in order to stop receiving unwanted emails.
What's so funky there?
The point is, funky brands don't bombard you with unwanted emails, and even if they do send an email, they always give you an option to say, "No thanks." Moreover, they make the process of unsubscribing easy, and even fun. That's rare, but those who get it right, reap the benefits. Funky brands are not control freaks, even when it comes to sending emails!
Image source: www.sharpe-partners.com
If you are a marketer, chances are, you'll find it quite counter-intuitive to make it easy for your email recipients to unsubscribe from your emails. You want them to stay, so why would you make it easy for them to leave, right?
Wrong. If you don't put the unsubscribe link somewhere at the top of your email, the stuff you send might be reported as spam, as simple as that. And your customers will start hating you. Believe me, nothing funky there for you!
What's the solution? If you want to build a funky brand with a loyal following, you simply have to let go of control. Structuring your email marketing in the way that makes it impossible for people to stop receiving emails can work against you.
An important fact to keep in mind is that, if someone chooses not to receive your emails any more, it does not at all mean they are no longer buying your stuff!
For instance, whenever I come across an interesting and informative site whose content is often updated, I never choose to be kept informed by email. That's just old-fashioned! RSS is certainly much better, as it gives me, as a customer, full control over my time, and allows me to browse what I want, whenever I want.
And if you still have trouble letting your customers unsubscribe from your mailings in a painless way, this song might make you think twice:
I've recently caught a glimpse of Zumba on TV, and the funky Latin workout caught my attention. And not only because I myself like to move to the steamy Latin tunes. I've heard about Zumba from some friends here and there, so I was curious to dig a bit more into the concept, and analyze the brand.
So, what's Zumba really? Is it something you do to get fit, lose weight, or just have fun? To get a better idea what it looks like, have a look at this video I found on YouTube:
It's a bit of a mix of various Latin dance styles – there's some salsa, merengue, samba and something else I can't quite determine. It also looks like fun. But is Zumba just a kind of fitness program you can follow at your local gym, or is it also a profitable business? Importantly, does its business model support the brand and its values? Here are some branding clues SCHMOOZY FOX is happy to share with you.
What exactly is the product?
The core “product” of Zumba is its fitness workout. It is actually a “service” rather than something tangible you buy at a shop. You go to your local gym, move around, dance and sweat for an hour to funky Latin tunes. What you get as a customer is an experience, fun and positive emotions. Most probably, you'll burn some calories along the way. In terms of tangible products, there is some Zumba-branded merchandise available on the site, such as DVDs, music, umbrellas, T-shirts etc. Not too exciting, but not too bad either.
What's the business model?
Well, that's a good question. I did some googling around to find out more, but all I can do is simply assume that Zumba sells licences to designated fitness instructors around the world. Or maybe, cash flows come simply from the fees instructors pay to Zumba for the obligatory qualification courses. Whatever the current business model, SCHMOOZY FOX could come up with at least several more ways of how to create and capture more value for Zumba!
As far as instructor training, it's not clear from the site if an instructor has to follow all of the offered 8 levels or only one. For instance, in Belgium, there are several basic level workshops available for the price of 325$ per two days, and no previous Zumba experience is needed. I wonder if you actually have to be a dance or fitness teacher to start with, or can I also take that 2-day course and start teaching Zumba next week? I suggest that Zumba.com sheds some more light on this point, in order to make things more clear for potential instructors.
Who are Zumba's customers?
There are two main kinds of customers in this case: those who will take classes, and those who'll teach them. As regards course participants, I wouldn't be dwelling only on such criteria commonly used in marketing as age and gender, and where they live. SCHMOOZY FOX would also focus on the deep emotions that trigger potential customers' decision to sign up for a Zum'ba course. Is it a desire to lose some weight? Become more sexy? Meet a potential date? Have fun? Build self-confidence? These are some of the questions Zumba should keep in mind to get a better idea about its customers. For now, its targeting seems a bit more fuzzy rather than funky.
In order to reach instructors, Zumba should be doing a different kind of analysis. After all, instructors' reasons for teaching Zumba are totally different. Here, emotions play a certain role, but incentives and rewards are equally important. Zumba should build a community around the instructors, and preferably give them access to some perks: use your imagination here, there are plenty of great opportunities available!
Importantly, customer touch points (I explained what they are in my article about Abercrombie and Fitch) should be thought through in relation to both groups of customers. The funky web site alone (actually, it's only the home pages that looks good, whereas national sites are pretty weak) will not do the job of maintaining the brand, and the biggest challenge for Zumba is to ensure that the quality of courses, instructors and spaces where courses are held, is consistent.
Orchestrating so many elements around the world (Zumba courses are offered on a global level) certainly requires a lot of dedication and consistency, but if this huge effort pays off, a true funky brand is born! Consistency of services is by the way one of the biggest challenges for any service brands, and only few get it right, on very rare occasions!
How is Zumba being promoted?
The most obvious channels that drive the buzz around the Zumba brand are its web site, and coverage in the world's leading health, beauty and fitness magazines. I would imagine that a lot of the marketing is also word-of-mouth driven. In addition to these channels, Zumba has partnered with The Kellogg Company to participate in a joint health and fitness initiative targeted to the US Hispanic market at some point, but this was an initiative undertaken only in the US. The name of this initiative was Zumbando con Kellogg's.
Something that Zumba could consider to build a brand would be celebrity endorsement by a Latin star – a dancer, fitness instructor, actress – plenty of opportunities here. Remember how strongly aerobics is associated with Jane Fonda? That's definitely something to consider in the Zumba case.
Apart from that, just like any respectable service brand (I am being a bit sarcastic here, as there aren't that many of those around!), Zumba should keep in mind that “point of sale promotions” (the actual fitness rooms where classes take place) as well as instructors themselves shouldlive the brand, breathe the brand, and promote it. Just look at a very large selection of amateur Zumba videos on YouTube: each of them has a totally different look and feel with the only common factor being Latin music! More consistency is required!
From would-be-funky to truly funky
Building brands for services companies is surely one of the most challenging activities to engage in, as this requires so many elements to be in harmony at all times. But if you manage to get it right, you can reach unbelievably good results. If Zumba wants to move from being would-be-funky to a truly funky brand, there are so many things it should still work on! In addition to the suggestions above, it should also know its competitors, position itself very differently from them, and get those brand core values sorted out in a more of a … Zumba way.
To learn about further developments of the brand, please read Zumba sells branded merchandise.
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.
Here is the "crowdsourced" list of funky Spanish brands that was compiled by contributors to the Facebook fan page of SCHMOOZY FOX, as well as Twitter followers of @FunkyBizBabe and @schmoozyfox