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:
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 Åkerlundwho 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:
Funky brands evolve, they are not static. In spite of being able to stay true to its authentic values and brand vision, a funky brand is nevertheless able to keep its finger on the pulse of consumers, experiment and surprise them.
BRAND RE-VITALISATION TECHNIQUES
I have already discussed several techniques that brands use in order to stay contemporary and fun.
Line extensions occur when a company “introduces additional items in a given product category under the same brand name, such as new flavours, forms, colours, ingredients or package sizes.” 1.
Example is Starbucks introducing a line of instant coffee, Starbucks Via.
Brand extensions are more radical ways of either capitalizing on the success of your already popular brand, or bringing some fresh air into the otherwise old and tired brand image. A brand extension is “using a successful brand name to launch a new or modified product in a new category.”2
Example: a brand of bananas Chiquita and its new line of fruit juice bars.
BRAND PARTNERSHIPS, OR CO-BRANDING
True to its "schmoozy spirit" (schmoozing is the term I discussed before), SCHMOOZY FOX is fond of brand partnerships.
They can be particularly interesting for you if your brand does not yet plan to launch a whole new product line, or extend into a totally unexplored area. Then perhaps a brand partnership is something to keep in mind while you are searching for a strategic direction. Brand partnerships are also referred to as co-branding.
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.
FASHION AND HOME ACCESSORIES
A recent trend that I've been noticing in the mass luxury (also called new luxury) market is this: fashion brands partner with artists and designers to create home accessories.
Here is a recent example of this trend that I came across in a Dutch magazine (forgot its name :( )
This is a lamp that is a result of a brand partnership between Diesel, Foscarini and Moroso.
Another example is a recent partnership between Levis and fashion designer Veronique Branquinho. The suprising result of this partnership is not actually related to fashion at all. It's .... wall paint that is sold under a slogan Fashion for Walls.
Watch this space for more examples of brand partnerships.
1) Principles of Marketing, P. Kotler, 2002, p. 478
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.
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.
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.
SCHMOOZY FOX: in my previous blog post about Paris Fashion WeekI 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!
I'd like to bring your attention to a recent post by Chad Levitt published on the Personal Branding blog (where I have also previously featured with this guest post). In his article, Chad focuses on companies that still think that they are in full control of their corporate brands. Eloquently, he calls them dinosaurs.
But what's wrong about controlling your brand, you may ask? Is it really so bad to have a clear idea of what you want your corporate brand to represent? Once defined, your employees will be asked to support your corporate brand vision, as simple as that.
The truth is, things simply do not work like that any more. Your employees, just like your customers, are not there simply to restate the bullet points your corporate marketing department has put together to define your brand. Just like your customers, your employees shape your brand. They are your brand. And they are for sure the ones who own your brand. This loss of control is pretty sad news for dinosaurs!
Although you might think that dinosaur brands have to be old-fashioned, old and big corporations, it's not always so. In fact, even a freshly baked start-up can fall into the trap of becoming a dinosaur brand. I don't think that anybody would pro-actively wish to become a dinosaur brand, but sometimes all it takes is to get disconnected from your customers and their passions. Ignore personal lives of your employees. Imagine that you are in full control of your brand and know better what your customers and employees need.
But brands can be coached away from the dinosaur mentality!
After all, a bit of more free thinking, and allowing your employees to access their Facebook accounts during the day gives you a good chance to fall into a very attractive, and by the way also lucrative category, funky brands.