Today, the Belgian business magazines Trends Tendances (in French) and Trends (in Dutch) published a story about my Funky Brands™ philosophy. In this story, I define Funky Brands as remarkable products which stand out from the crowd due to their astonishing design and smart brand strategy. I talk about not-too-funky companies which compete solely on cost, discuss what kinds of products have the potential of becoming funky, and mention examples of existing Funky Brands -- Ice Watch, Theo, Vespa, NewTree and Mini. Below you can see an article in French which was written by editor of Trends Tendances, Camille van Vyve. The photo in the article is by Michael Chia, a Brussels-based photographer whom I interviewed before.
On June 6, 2011 he Financial Times' Business of Luxury supplement featured an article about diffusion brands and affordable luxury (you might need to register with FT to view the article). The article addresses benefits and possible disadvantages of introducing the so called diffusion brands -- a strategy often used by luxury brands to cash in on their well-established image and boost revenues by positioning a new, more democratic, child brand as affordable luxury. An example of this strategy is the luxury brand Armani launching its more affordable diffusion brand Armani Exchange. I was interviewed for this article, and you can read my views there. Whereas launching affordable luxury brands as diffusion lines is often practiced by luxury companies, creating an affordable luxury brand from scratch is also possible, and in many cases very successful. An example is Victoria's Secret in the United States.
Today I have some important news for you!
At the end of June, SCHMOOZY FOX will be celebrating one year of its Funky Brand Interviews. And in this respect, we have some great gifts to offer to those who want to build a funky brand!
If you know talented and passionate entrepreneurs setting up an innovative brand, please spread the news to them!
Rules of the game
Very simple! All that we require is:
That your main industry is Consumer Goods or Services, particularly in the "affordable luxury" segment
SCHMOOZY FOX will identify three semi-finalists, all of whom will be interviewed for our blog. Out of the three interviewees, we will select 1 finalist, who will also receive a:
It’s a great way to start building your brand awareness online through SCHMOOZY FOX's social media channels. It's also a fantastic opportunity for ideas-rich and cash-poor start-ups to get smart advice on how to get on the right brand & marketing track right from the start!
How to apply?
Please write an email to olga (at) schmoozyfox (dot) com with the subject “Funky Brands”, or publish a post on our Facebook page, and tell us why your company is, or has the potential to become, a funky brand. For funky brand criteria, visit our blog.
Submissions will be accepted until July 17th, and winners will be announced in August.
Please note that SCHMOOZY FOX’s past and present clients, as well as interviewees, are not eligible for participation! :)
Please spread the news, and happy schmoozing!