Platform Magazine’s Post

In another sign that the culture at Gap is gradually changing under CEO Richard Dickson, Zac Posen has been brought in as Creative Director. Posen has significant talents in design and technical expertise which, if utilized properly, should inject some dynamism and style into a very tired set of brands. It seems, however, that most of Posen's time will be spend on Old Navy. This is Gap's largest brand, so it's important to revitalize it after a run of rather lackluster performance. However, Old Navy isn't the most troublesome brand in the portfolio and it is partly suffering because of a downswing in demand among the hard-pressed family segment, not just because of a poor assortment. The main problem child remains the Gap brand, which is still in search of an identity and purpose. It would be great to see some of Posen's thinking reshape this once iconic label. It was great to chat to The Wall Street Journal about the appointment. https://lnkd.in/e_imj7kj #retail #fashion #apparel #TopRetailExperts 

Great example of how proper market research can unlock the needs of your audience and how you can make sure you meet them - by listening to their current audience, Abercrombie & Fitch grew their stock price by 400% over the course of the last year. Most companies have an idea of who their ICP is, and it's always worth asking these people what they are looking for from a brand like yours... and if you are delivering what they want (whether if its from formal surveys or less formal, digital audience research via reviews, reddit threads, and social listening). Then you can work to bridge the gap between what you are offering and what your customers want to spend money on. Of course, its always worth considering if your ICP needs to be reevaluated. For example, Stanley Thermos were originally sold to construction workers and was marketed as the cup for the "man's man." However, one social media woman discovered the cup, fell in love, and started sharing it with her followers. The marketing team at Stanley took notice. They then made lots of pastels and pink and started marketing them to women... and now women all over the US show off their Stanley water bottles (well, until the lead debacle). TLDR: Listen to your audience and consider if there's additional audiences who could benefit from your product... and test, test, test. #Marketing

Let's talk about something super fun and surprisingly impactful: corporate merchandise clothing. 👕 Why are companies so into their branded gear? Well, it’s not just about looking cool (though that’s a nice bonus!). Branded clothing can really bring your team together. There’s nothing like seeing everyone decked out in the same gear to build unity and pride. It’s like your favorite sports team jersey, but for your company! Plus, your employees turn into walking billboards. Branded clothing gets your name out there in a casual, yet effective way. It’s a great conversation starter, and before you know it, your brand is getting noticed all over town. And let’s not forget about the professional vibes. Whether you’re at a trade show, meeting clients, or just hanging out in the office, branded clothes give off a cohesive and professional look. First impressions matter, and this one’s definitely a winner. Corporate merch also plays a big role in building and maintaining your company culture. It’s a simple yet powerful way to show off what your company stands for and what makes it unique. Plus, giving out cool branded gear as rewards or for special occasions is a fantastic way to say “thanks” to your team. It’s a fun, tangible reminder of their hard work and your appreciation. So, next time you’re thinking about ways to boost your company’s presence and morale, consider investing in some awesome corporate merch. Trust us, it’s a small step that makes a big difference. Got a favorite piece of your company? Drop a picture or share in the comments below! 👇 #CorporateCulture #Branding #TeamSpirit

Rachel Roberts Mattox (former life at Juice Beauty, Inc. and Oyl + Water) has open OFFICE HOURS to advise you. Rachel recently said: "The purpose of brand strategy and brand DNA is to define why you're here, who you're for, how you'll stand out, and where you'll succeed. In today's environment (particularly in beauty and fashion), consumers are generally brand-agnostic. They've never had more to choose from, and they are inundated with content that's vying for their attention. A clear reason for being, strategic differentiation, a consumer-centric approach to brand building, and an omni-channel distribution plan based on your consumer's buying preferences is the upfront work that must be done before day 1 in the market." Would you like some help with this? Call Rachel up. Seriously. https://lnkd.in/gnUeMjrA OFFICE HOURS from THE BOARD: Experts on Speed dial.

Kiel James Patrick, RI’s leading fashion brand, takes a stand against social media harassment. Discuss the importance of protecting brands from online harassment. What steps can businesses take to address this issue? Explore the legal aspects of social media harassment cases and how brands can safeguard their reputation.  #SchroderDavisLaw #FashionLaw #EntertainmentLaw #IPLaw

Have you ever come across a marketing campaign that sparked your creativity? I recently learned from the brilliant documentary "Art and Copy," the story behind the iconic Tommy Hilfiger ad. Tommy Hilfiger, a young designer with big dreams, was determined to disrupt the fashion industry. He knew he needed a bold marketing campaign to break through the noise, and he wasn't afraid to take risks. Enter the legendary advertising duo, George Lois and Arnie Harris. The blanks became a national obsession, with everyone speculating on who the mystery designers were. But the brilliance of the campaign went beyond the blanks. It was about more than just name recognition; it was about positioning Hilfiger as a major player in American fashion. By putting his name alongside established icons like Ralph Lauren and Calvin Klein, Hilfiger instantly gained legitimacy and credibility. It's a reminder that great marketing isn't just about selling a product; it's about telling a story, sparking a conversation, and leaving a lasting impression. #marketing #advertising #creativity #tommyhilfiger #artandcopy

HOW AND WHY DO YOU UPDATE YOUR BRAND IDENTITY? From Dunkin' Donuts to Chipotle, there's always an opportune moment to revamp your brand image and cater to your customer base. Whether you're a corporation with millions of customers or a consulting firm with a limited client base, the motivation behind this change stems from the need to effectively convey what lies behind the company's image or tagline. This could be a shift in company strategy, an expansion of services, or the introduction of a new product line that communicates relevance to the customer. Brand image is always about the business strategy and who your customer is.

Every part of me is bursting with excitement over the new Levi’s campaign! I'm inspired by any brand that can both honor its roots and break cultural norms at the same time. Levi’s CMO, Kenny Mitchell, perfectly captured this idea by saying the brand is about "...continuously breaking and building the codes of culture" and that Levi’s represents the "...unofficial uniform for those moving forward in the pursuit of better." These lines don’t just sell a product; they anchor the campaign in a deeper purpose. It’s not just what’s being said in this campaign, but what it represents that pushes culture forward. These images unapologetically shatter Americana stereotypes, reclaim a classic American brand for ALL Americans, and reimagine it through the lens of female filmmakers and a global icon like Beyoncé. This, to me, is the epitome of moving forward—a brand steeped in tradition, but fearless enough to embrace the future. From a marketing standpoint, this campaign is the perfect storm of authenticity, cultural relevance, and purpose-driven storytelling. It’s a masterclass in how brands can resonate with today’s consumer, by weaving their legacy into a modern narrative. #marketing #brandstrategy #levis #marketingstrategy https://bit.ly/3ZGyD3y

Are you going to CRC in New York this year? We are just under a month away! I would love to connect and share stories with anyone doing Customer Insights or Voice of Customer, so if you're in that role let's connect. #voiceofcustomer #customerinsights #customerintelligence #marketresearch

Have you ever noticed how certain brands stick in your mind? well, It's all about their colors! Think about the vibrant red of Coca-Cola or the soothing green of Starbucks. Colors do more than look pretty—they create feelings and memories. For example- Red can excite us, while green feels calm and natural. Using the same colors everywhere builds trust and makes a brand easy to remember. Plus, your brand's colors can reflect its personality, whether it's playful or professional. So, it's clear that colors have a huge impact on how we perceive and remember brands.