Well done video/Great cause… The Girl Effect is the powerful social and economic change brought about when girls have the opportunity to participate. It’s an untapped force in the fight against poverty, and it’s driven by champions around the globe: the Nike Foundation, the NoVo Foundation, the UN Foundation, the Coalition for Adolescent Girls, CARE, Plan, the Population Council, ICRW and the Center for Global Development and many others. Love the video… Love the cause… Check it out. Learn more at www.girleffect.org and join the movement at www.facebook.com/girleffect.
Month: January 2013
Rebranding an industry icon…
This is a fascinating case study in the world of fashion (re)branding. Newly-appointed creative director Hedi Slimane announced that YSL would be undergoing both a name change – from Yves Saint Laurent to Saint Laurent Paris and a brand identity redesign. New branding for stores, packaging, website and social media applications followed with a decidedly more modern, clean, predominately black & white aesthetic. A backlash within the fashion community and on social media followed immediately. How could someone move in and quickly dismantle such a powerful symbol of Parisian chic (as powerful as the double C Chanel)? The brand content that they will continue to use is the iconic overlapping YSL logo, which was designed by Cassandre in 1963. The new branding will only apply to ready-to-wear, and the house’s official moniker will remain as Yves Saint Laurent. Perfumes and cosmetics bearing the name will not be altered. Sounds like a test run or rebranding cost control to us, but hats off to Slimane for wanting to move the brand to a new place and insisting on total brand image responsibility. Seems like a bold move for both the designer and corporate PPR powers and potentially a smart evolution vs. complete reimagination of and disregard for the extraordinary legacy of the great YSL. Time (and a few collections) will certainly tell more.
Social media: sales vs. influence
Stephen Baker for the New York Times on the evolution of social media in the marketing mix for leading consumer brands. Solid discussion of both the explosion of social media, the role of data collection, the importance of measurable results and how marketers are trying to come to terms with expectations for ROI. Looks like leading brands are now recognizing its growing role in influence, brand building and promotion vs. hard sales. More than reasonable we think…
