brand endorsement

The word "schmoozing" spotted in French

Finally, I don't have to explain to my French-speaking friends what the word "schmoozing" means! :) Well, at least I can from now on refer them to an article that appeared in this week's edition of Références, a Belgian weekly for employment seekers and career-focused individuals.

Schmoozing: mode d'emploi(s)

The article focuses on the kind of "schmoozing" (particularly, its online variety) one does to find a job. For me personally, and of course, for SCHMOOZY FOX as a company, this word has a broader meaning.

Ladies and gentlemen, schmoozing is HIGH POWER NETWORKING.  The kind that involves co-operating, building relationships and closing win-win deals.

All of this with the objective of enhancing the client's product or service brand.

In my brand strategy work, schmoozing capabilities come in very handy when assessing my clients' potential and spotting opportunities for brand partnerships, brand endorsements and co-branding.

So, from now on, vive le schmoozing!

schmoozing definition

Source: Schmoozing: mode d"emploi(s) by Rafal Naczyk in Références, 19.02.11

Philippe Starck gives a boost to photo booths

Probably everyone has at some point of his or her life had to get a passport photo taken at a photo booth. I bet,  the experience was nothing spectacular, and most certainly far from funky. You sit down, try to look the best you can, and then follow the instructions of a metallic voice that directs you not to smile, take off your glasses, and click OK if you like what you see.

All of this in a rather dull environment.

In France, the chain of photo booths Photomaton has recently decided to move away from boredom, and provide a nice ambiance to its customers. For this purpose, Photomaton has hired the famous Philippe Starck who, a strong brand himself, has a golden touch as far as giving a boost to tired brands goes.

To address the requirements of its young customers (young people are the ones who change their passports and other documents most frequently), Photomaton has integrated touch screen technology and a possibility to upload the freshly taken photos on Picasa and Facebook.

Getting an object designed by Philippe Starck can give a huge boost to any brand. In this sense, I would not just call the Photomaton-Starck co-operation a deal between a brand and a designer. It goes much farther than this. It's essentially a brand endorsement, in which the personal brand of Philippe Starck serves as a powerful meta-brand which boosts the brand image of Photomaton.

A snapshot of Starck from an article in Management

Original source (in French): Photomaton s'offre un nouveau look avec Starck, by Olivier Marbot, in Management, February 2011

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!

NIKE partners with rapper Dizzee Rascal

This post is about NIKE's collaboration with rapper Dizzee Rascal to support the launch of the limited edition shoe Air Max 90 Tongue N Cheek, based on the new album release by the musician.