TravisMathew’s Post

WWD: Why did you decide to partner with these guys [Superconnector Studios] out of all the people in Hollywood? LVMH NA CEO Anish Melwani: We got connected because one of our colleagues had worked with them before. And they had done the reference example, which is Nike Waffle Iron Entertainment. What I learned in my limited exposure to the industry so far is, there are really very few organizations — I don’t know of any other ones to be honest — that are focused on working with brands. They don’t represent talent, they’re not a studio themselves. But they really have the skill set because they come from the agent side, they come from the production side, and they’ve got some senior folks who come from platforms like Netflix. But they’ve set as their mission to work with brands. These guys we felt were really well aligned with what we’re trying to do." https://lnkd.in/ecBnVd2w

What happens when two indie brands join forces? Magic, that's what! After an incredible time sampling over 5000 cones of our limited edition Coffee ice creams at this year's London Coffee Festival made in collaboration with our friends at Taylors of Harrogate, we're buzzing with inspiration about the power of cross-category collaboration! What was once saved for posts on April Fool's has now become very much a regular thing... 👀 (The new Barbie-cue sauce is a great example of this - well done Heinz & Mattel 👏 ) Think about it: it's like when your favourite TV sitcoms and dramas have crossover episodes... Unexpected, surprising but it can also be somewhat confusing which in turn makes it... well, intriguging! But what makes these collaborations particularly exciting for smaller independent brands like ours? 🍦 Agility and Speed: Being independent means we can be nimble and move quickly, making collaborations like these easier and quicker to achieve. No red tape, no bureaucracy – just the right team members working directly with their counterparts - great for creativity! 🍦 Unleashing Innovation: Cross-category collaborations push us out of our comfort zones and encourage us to think outside the box. The possibilities are endless! The problem here is knowing when to rein it in! 🍦 Expanded Audience Reach: When two brands from different categories come together, they bring their own loyal fanbases along for the ride. It's a win-win situation, exposing each brand to new audiences and potential customers. 🍦Fun: We all need a bit of a boost - and working with other brands outside your normal brand guidelines and rulebooks is fun! The past few years have seen a huge influx in collaborative projects within F&B... For example the Hermes x Häagen-Dazs collection of ice creams, cleverly blending luxury fashion with indulgent desserts, and American brand Van Leeuwen leading the way Stateside with collaborations with movie launches, artists and even Kraft Mac 'n Cheese! So, fellow entrepreneurs and brand enthusiasts, let's keep the collaboration train rolling! Together, we can create innovative products that leave a lasting impression on consumers. Cheers to the power of collaboration! Cheers to our pals at Bettys & Taylors of Harrogate. Let's brew up some more magic again soon! #Collaboration #collab #CollabGoals #Innovation #SmallBizMagic #brands

“Through hyperlocal brand partnerships with leading musicians, artists, actors and creators, luxury brands are now demonstrating what it means to deliver elevated luxury in a globally connected yet uniquely local digital world” - TwelveA.M. Founder Oisín James Deady (OJ) explores how hyperlocalization is a strategic move that is redefining the luxury market with Luxury Daily. https://lnkd.in/gnW6XKrF

A beautiful little lesson in how to do brand well from Loewe. A simple insight from a human truth, executed in an elevated and irreverent way. https://lnkd.in/gAEpHut5

In strategic brand management, ensuring a brand name’s correct spelling and pronunciation is crucial for facilitating brand recognition and consumer recall. This foundational aspect helps create a stronger bond between the brand and its audience, fostering loyalty. While luxury brands often value exclusivity above these generic principles, Loewe distinguishes itself by seamlessly integrating its luxury identity with these strategic brand management rules. Loewe’s commitment to making its name memorable and easily pronounceable showcases how combining these essential strategies with the distinct characteristics of luxury can enhance a brand’s market standing. This thoughtful approach might play a significant role in Loewe’s success, solidifying its identity and enriching consumer connections. Could this dedication to strategic brand management principles be what sets Loewe apart as a distinct winner in the luxury market? https://lnkd.in/dmpZp2DP

The 4 ingredients of cultural relevance: Connect with both niche and mainstream, Integrate your brand into local lives, Be a generous entertainer & host, Mark the spirits with a unique aesthetic // How Vans found the perfect recipe for cultural relevance

Anyone else get a good giggle from the new “Decades of Confusion” campaign from Loewe? Short film. Aubrey Plaza. Dan Levy. Bimbos in spelling bees through the decades. What’s “Low Heavy”? The new Loewe campaign perfectly displays the blend of campiness, nostalgia, and timelessness that sets the brand apart from other fashion houses. But I think what really sticks with me is how productive the unseriousness is. With such a crowded luxury market who is desperately competing for Gen Z’s attention, the campaign perfectly pokes fun at the brand’s pain points by utilizing archival pieces, cultural references, and the improv sensibilities of its brand ambassadors. Camp, craftsmanship, comedy. As a self-identified silly guy, I can’t wait to see what else Loewe is cooking! #influencermarketing #fashionmarketing #brandstorytelling #culturalmarketing

Now, this is exactly how to create a good marketing campaign for a fashion brand! For its latest campaign, the Spanish fashion house Loewe has brought together actors Dan Levy and Aubrey Plaza in a short, never-before-seen film for a humorous lesson in spelling and pronunciation. And not only is the short film superbly made, but it also stimulates us in several ways: -We learn something, like how to pronounce Loewe correctly. -We're entertained by the different characters and accents (especially if, like me, you're a fan of the two actors) -You discover the versatility of the brand and how to make the pieces in its collection your own through the characters' costumes. After listening to the ad, you're left wanting to find out more about the brand and do a bit of shopping, even if you don't have $6000 (!) to spend on a handbag.

Just like there is Marvel Cinematic Universe, there’s Arnault Fashion Universe, with the interconnected set of characters, self-referential narrative lines, and methodical rollouts in categories ranging from hospitality to lifestyle to fashion to travel, making it unnecessary to ever leave it. Like Marvel’s IP, which gives Disney something to do and money to make for decades to come, LVMH’s seventy five brands provide a nearly-infinite IP. Call Damier Damouflage and you just gave it a new life; bring back once-popular saddle bag and watch the sales soar. https://lnkd.in/ex_Rdwsj

As an experiential marketer, festival season is my favorite time of year. #Coachella always seems to set the tone for what's in store for us in the year ahead, and this year was no different! Here are some observations from the great #brandactivation round-up by BizBash below: 🌴 monotone color washes as a way to maximize footprints to achieve a fully immersive experience 🌴 maximalist smaller-scale activations to achieve a bigger brand impact 🌴 cohesive, campaign x brand-aligned activations that wowed with numerous photo moments and experiences to convert brand fans into brand loyalists 🌴 big shiny balls (yes, that's the vendor name) are everyone's favorite activation element - they were everywhere! 🌴 the use of color is back at the forefront (it was a technicolored dream) - neutrals may be taking a back seat Last but not least, my brand to watch this year? Pinterest! This was their first-ever activation at Coachella, and it didn't disappoint. The Manifest Station "encouraged festivalgoers to evoke the nostalgic fashion of Coachella in decades past, while also tapping into current Pinterest-identified trends like 'Lana Del Rey core' and '2014 core.' The bespoke activation included an ethereal photo op set in clouds." As most of you know, Pinterest is growing rapidly! Its user base increased by nearly 50 million monthly active users from 2023 to 2024, so I'll be interested to see where else they choose to invest in their brand by way of activations this year.