Brand allegiance is something remarkable. Take this guy for instance. I would never dress the way he styles himself. You could never convince me to wear heavy pinstriped DB cut like this. It would also not be in my style to rock leather pants and leather belt. None of that matters because I will wear RL in my casket, real talk. Bespoke straight from the mansion. The reason I will is because I can buy into the brand, not the overall production behind the brand(which stands in a league of its own),but the brand itself. Starting off as merely a tie company, the brand is now associated with nearly every sporting event where the uniforms can be enhanced by aesthetics. The U.S. Polo team, Wimbledon and the Olympics. When Ralph associates his brand with the concours d elegance, he doesn’t throw Polo banners all over the place. He places his personal collection of cars into the contest. He then proceeds to win best in show. When hiring people to work at the Mansion, they could care less if you have a retail background, and more about what your personal brand is. Are you cool? Can you influence people that this concept is still cool?
My main concern is that when I see a lot of industries trying to reach out to masses once they think they know what their brand is, it often falls short. That doesn’t have to happen. Ralph made clothes that he and his friends liked to wear. They all loved J.Press and Brooks Brothers, but there was an obvious disconnect. Those brands didn’t feel that their market was profitable or even important. It also didn’t help that these were the brands of their fathers. Never flashy, and never pushing the envelope among their competitors. Slow and steady.
In high school I had the privilege of learning history from employee # 4 at Ralph Lauren. Once the brand went public, he decided to return to his original passion that was teaching history. He told me that they knew people always admired how their group dressed. The group was taking the classic “preppy” aesthetic in a different direction. Fans of unabashedly prep see this look now and they go bananas. However, these guys were doing this over 40 years ago. All they wanted to do was influence a small group of people and at the time, it was no more than 9 people.
I think you can see where I am going with this. Your brand has to be embedded in the culture that it is trying to reach to, on the ground level. That means the masses may not have heard of you. But the people that reach out to those masses not only has heard of you, but they support the brand. If the brand isn’t embedded in that culture, all of the other raves and review you will get from major publications, won’t mean a thing. Good luck to each of you on your branding endeavors, both personal and business. I hope this helps.
Ladies Stay Fly, Gentlemen stay Fresh.
Kenny Burns x Grey Goose branding video.
This video must come with a disclaimer for multiple reasons. (i)Kenny is somewhat of a “mentor” to me. We don’t know each other that well. We have only talked maybe 4 or 5 times max. He is from the DMV as I am. He is a bit older, but one of the first people in the area to make it big outside of the city. He was one of the youngest Vice Presidents of Roc-A-Fella Records. He leveraged that position to create a menswear line, the now defunct Ryan Kenny. He then took his talents to Atlanta and took over the promotion market down there. In fact Kenny was the first promoter to give Drake a large venue to perform in his career. Kenny has put in work over the past ten years to earn himself some credibility in the branding game.
Now that that the d*(k riding is done. This video is so funny because of its terribleness. Kenny is one of the biggest cornballs when it comes to branding, producing, directing, and from what it looks like editing. This video goes from being shot with a fish eye filter, to a black and white grainy 8mm. Not to mention that Kenny is just… Kenny. No idea why Grey Goose selected him as their brand ambassador. I don’t care my crew drinks Belvi anyway. I hope you enjoy this awkward but entertaining video.
Jr. designer Allan taking us through some wireframes for a big new feature… (Taken with instagram)
Can’t wait to see the new developments. Svvply is continuing to do the damn thing regarding combining the aesthetics of branding merchandise and e-commerce. Good for them, and I can’t wait to see the new developments. Follow us on Svpply when you get a chance.
Shout out to:svpply
Not that I’m trying to model my life after Lauren Conrad by any means, but I do think it is commendable that she was able to parlay a reality show to a veritable business empire. It may be based on products that I dont personally care for, but she found an underserved niche and exploited the fuck outta it.
Feel free to fold into yourselves and die a little, too.
I am simultaneously extremely grateful to MTV for all the crap, trashy, amazing reality television that they have produced for my consumption… while also being very annoyed that the people featured in these shows over the years insist on attempting to exist in the real world. You exist on my television and that is it.
Lauren Conrad, best selling author and business thought leader.
This just shows the power of media. Her show is straight trash but she leveraged herself and brand to wide success. She sounds pretty sharp. In this article she drops a few gems regarding business and personal branding.
Anonymous blog from an agency designer trying to transition to a startup.
Passion of the Craft is a documentary produced by Danish ideas agency Bandit with McCann Copenhagen. Touted as “conversations with 10 influential people in modern culture” the documentary includes interviews with Vashtie Kola, Brendan Babazien of Supreme and other creative heavyweights. I hope to slowly transition into a career in which I can make an impact like the people featured in this documentary.
shout out to :whiskeysoaked
Art / Branding: Adidas ad Lucas Price are all in.
Following his recent appearance in the adidas is all in spot, the artist Lucas Price a.k.a. Cyclops has been hard at work on his latest exhibition ‘The Friends of Tony Romanoff’.
This is the only english version of this series. I will eventually get to playing the others, I just thought this was a great collaboration between an established brand recognizing the influencers in the art scene, and making it work.
I always like contest that give away things that I think are cool and are very easy to sign up for. This one does both. The video focuses on Eric Singer, creator of shwood at their factory. It goes over the inspiration and materials used to make these cool glasses. The Canby Wayfarer shades (pictured above) are their most popular for an obvious reason. They have managed to maintain the classic style which the wayfarer is known for, while giving it the distinctive look of wood. Well done.
As far as the contest here is how you sign up. Other brands are Contego, Field Notes Brand, and Wm. J. Mills & Co.
1. Must Follow Two Inch Cuffs on Twitter and/or Facebook
2. Must Comment on this post accompanied by your name and email.
3. There will be 4 winners chosen randomly and each winner will randomly
win 1 out of the 4 prizes below.
4. Contest ends at April 12th, 2011 11:59 a.m. (EST)
5. Winners will be notified via email and through Twitter/ Facebook.