Tag Archives: branding

TOMS shoes and now eyewear?

They’ve done it again. TOMS is rolling out a new line of glasses! For every pair you purchase, TOMS will give sight to a person in need. Watch as Blake Mycoskie (Founder & CEO) uses video to tell the story of their newest & coolest ‘One for One’ product.

And even more impressive? Product was announced today and video was up minutes later. Learn from the best.

can boxed furniture lead in out-of-box marketing?

I continue to be impressed by Ikea’s marketing gusto. Seriously. More brands could use a page or two out of their free-falling creative strategy. First they crazy-ly allowed Illeana Douglas to shoot her hilarious Easy to Assemble web series at their Burbank location. And now, the Swedish agency Forsman & Bodenfors have created covers of classic Swedish lullabies with six modern day artists: Tove Styrke, Albin Gromer, Siw Malmkvist, Magnus Tingsek, Maia Hirasawa and Musette – to promote “Better Sleep for Everyone” and the brand’s line of beds and mattresses.

ps. If you’re into the Swedes, the album in its entirety will be available on iTunes.

My favourite is Musette’s rendition of Air on the G String.
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communicating in style

Communicating your brand story starts with understanding your brand values. Who are you? What do you stand for? Is it creativity? Quality? Sustainability? What? Once you admit these values to yourself and say them out loud, you can begin to build associations and partnerships around them. And once you have these associations in mind, content creation becomes a lot easier. Good content of course. Valuable content. The kind of content that weaves together seamlessly to tell the true story of your brand.

Louis Vuitton does this perfectly. To me, they stand for craftsmanship, artistry, and beauty. And the associations that are important to them are the arts, travel, adventure, fashion and culture. So what better represents these values than their very own art exhibitions?! Of course it doesn’t hurt that they have a smashing location in the heart of Champs Elysées…

The Espace Culturel Louis Vuitton produces and hosts three exhibitions per year, around the themes of travel, heritage, art and fashion. Each exhibition attracts more than 10 000 visitors. Their micro site is pretty video-heavy. It includes everything from teasers, performances, podcasts, artist statements, stunningly beautiful music and more.

The only downside? While their videos are available on YouTube, they’re not directly accessible (and shareable) through their site.

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“Who are you Peter?”, is the question that opened the 13th exhibition at the Espace Culturel Louis Vuitton in Paris. They invited visitors to explore the myth of Peter Pan, symbol of the eternal child. Thirteen contemporary artists were involved in telling this story.