Tuesday, June 12
If there's a marketer out there who thinks that a brand is all about the experience it delivers, then it's the exclusively online clothing manufacturer, retailer, and taste-maker Betabrand.
The brand just launched this past August 2011, and it's already hit cult-like status. There's no heavy advertising or digital media campaign, but instead an intense brand personality that gets shared, retweeted, and liked ... over and over again. Most likely by its "Model Citizens", consumers who photograph themselves in Betabrand clothing that then uploads to the brand's homepage. Like Lady Gaga and her "Little Monsters", this brand has branded its fans!
The brand specializes in head-scratching fashion items that are produced in limited quantities, one new item per week. Like the reversible Disco Hoodie that emits light, or the horizonal cordoroy pants called Cordarounds. I personally got sucked in by the hoodie that's made out of suit material, the Executive Hoodie. Even the NYTimes has picked up on its success.
Everything is served up with a funny witty style ... proving my point once again, like with Kenneth Cole, that brand personality can actually be a differentiating quality that drives the brand experience. You'll find that consistently alive in the brand's email campaign, website pages, and social media interactions. Consistent from point to point, just the way I like it!
What's your experience? Will you become a Model Citizen? Jim.
President, Cohn & Wolfe North America
Author, The Experience Effect series
PS - Join my free webinar on Wednesday, 6/13/12 at 12:00EST - Secrets of the Big Brands