brand identity

Kipling customizes its brand mascot

I've written extensively about brand mascots which can play an important role in making your brand funky and remarkable. I've also interviewed Kipling in my Funky Brand Interview series. Today, I will show you how Kipling keeps us all engaged in its brand by allowing artistic and creative people (like myself :) ) customize its brand mascot -- the Kipling Monkey. In the UK, Kipling has organized a Mashed Up Monkey contest in collaboration with the Dazed and Confused magazine. If you want to create a unique Kipling Mascot, then submit it for review on the Mashed Up Monkey site, and maybe you will be the lucky winner. The winner will receive worth of £ 500 Kipling goodies, have his or her design displayed in the window of Kipling's London shop, and get featured in Dazed and Confused. I've customized a monkey, and the result is a very foxy orange monkey that you can see here. Unfortunately, I can't submit it for the competition as I am not a UK citizen, and don't qualify.

 

As I wrote in the Funky Brand interview with Kipling, innovation through collaboration with artists lies at the core of Kipling's brand strategy. Allowing artists and creative people to customize its brand mascot is yet another step which supports this strategy.

In France, Kipling has collaborated with 10 designers and stylists who have customized the Kipling Monkey.  All of the customized designs will be displayed at the Galerie de la Tour in Paris from June 1st till June 26th. The proceeds from this exhibition will be donated to Red Cross in Japan.

 

Recession and luxury brands: the end of fun?

This post is a reaction to an article by Martin Lindstrom about luxury brands in a recession. It addresses the main question: does it make any sense for luxury goods and services to ensure ongoing sales by lowering retail prices?

Funky shoes for funky people: Camper


Girls love shoes. In my case, this is an understatement of the century. I sometimes even dream about shoes. And, as any other girl, I have to have lots and lots of them to make sure they match every possible outfit I can think of. But I am not the kind of woman who's crazy about sky-high heels. Well, I've got several pairs like that of course, for special occasions, but I am more into shoes which make me feel connection to the Earth, enable me to actually walk, and contribute to my sexy and trendy look.

In fact, it's not that easy to find such shoes. Think about it – finding a pair that is funky, has heels (sometimes) and enables you to walk at a normal human pace rather than move at a speed of a snail seems a bit of a challenge. But last weekend a Spanish friend of mine walked through my front door wearing a pair of blue-heeled funky shoes. When I looked at them, I recognized the brand immediately: Camper, a cool and edgy shoe producer from Mallorca.

How could I have forgotten about Camper? It is one of the few brands that can tick all the boxes of my shoe requirements. Three years ago, a very fashion-conscious friend of mine who lives in Berlin took me on a shopping tour spree in the city. Our first destination was a Camper store, and it almost turned out to be our last destination as well, since we just couldn't leave it for a long time. And it wasn't just for the cool shoes. The store itself was a great place in which the Mediterranean spirit of Camper's Mallorcan origins mixed well with the unique creative spirit of Berin. I left empty-handed though, just because my size of the shoes I liked was sold out.

Later on, during my MBA studies in Madrid, Camper was occasionally mentioned in my marketing and strategy classes although we have unfortunately never discussed the company in detail. It was mostly Zara that was brought to our attention again and again, as an illustration of a successful Spanish brand, but somehow, Camper was left out.

And that's a pity. Because Camper, launched in 1975 in Mallorca, has managed to create a very distinctive brand identity based on fun, creativity and spontaneity. It would have made a great MBA case on how to create and manage a successful brand. Camper is modern, trendy and just....lovable. No wonder it has so many fans on Facebook, and rightly so!

First, there is superb quality. My friend, the owner of the blue heels, says she's had her Campers for 7 years with not too much change to the original shape and color. Second, there's funky design. Third, Camper shoes have managed to communicate well its dreamy and exotic Mallorcan origin. It is, let's agree, quite refreshing, especially for the inhabitants of grey and cold parts of Europe. Finally, Campers are worn by fashionable, funky and REAL people. These people are busy individuals, like you and me, but yet they are able to slow down, take it easy and enjoy the moment. After all, the company's great motto, “Walk, don't run” rightly pinpoints the necessity of slowing down in our often frenetic and busy lives.

Freedom, being down-to-Earth, creativity, surprise and spontaneity are the main brand values of Camper shoes. Pleasantly surprising its customers is one of Camper's values that draws numerous fans into its stores (and online) back and again. Often, this is demonstrated through spontaneous partnerships with artists and designers -- check out, for example, Camper's Together initiative at http://www.camper.com/together/en/ which focuses on collaboration among various designers in order to create unique shoes.

Camper is a funky company that has embraced the importance of brand positioning. Recently, it has invested into e-commerce which has allowed it to take better control of the brand evolution in the online world. Lucky are those people who are confident enough to buy shoes online without trying them first. As to myself, although I love shopping online, I usually stay away from buying shoes. I guess I'll just wait for Camper to open up a shop in Brussels some time soon!