Couture Branding

Since fashion is (typically) a wearable extension of art, it is no surprise to find designers swapping creative juices with the imaginative minds of marketers.  Check out the new 2010 Paul Smith design for evian.

Great Paul Smith quote: "If you're looking for about [sic] what other designers are doing, or what other products are out there, then you're already buying yesterday's newspaper. So yesterday's newspaper nobody wants."

Here are the 2008 Christian Lacroix and 2009 Jean Paul Gaultier, respectively, limited additions as well.

Another interesting example is the commemorative centennial anniversary bag created for UPS by designer Karin Arabian.

Just goes to prove a brand can be chic no matter where it works.

Credits: Evian UPS

Why IMC is Like Your Business' Personal Stylist

Your company has an image. Or at least it should. While this image includes the cool little logo and tagline you had a graphic designer create, a true brand image is much more than accessories. It's an entire outfit.

Integrated Marketing Communications (IMC) is a campaign approach that includes one consistent advertising, PR, direct marketing, cause-related marketing (CRM), event, social media, promotion, sponsorship, interactive, and viral marketing brand strategy and message. Some of these terms and acronymous may be over your head, but whether you choose one or two of these tactics, or all of them, having a clear plan to communicate your mission and goals will always garner your best ROI (return on investment). 


Just as a stylist scouts the most fashion-forward designs and presents them as a total look to a client, an IMC specialist or agency pulls together all of the cutting-edge marketing mix elements that are the best look for your product or company. Branding is about 2 things: cohesion and consistency. If you're a sporting goods store why would you sponsor the Adopt-a-Pet foundation instead of the local Little League? Your traditional media messages (tv, radio) should be consistent with your emerging media (blogs, fb, website) messages. And while fashion sometimes encourages an ecclectic ensemble, there is nothing sexy about a messy business look. Lack of preparation leaves your company looking like the disheveled interviewee that you would never hire. True fashion is never an afterthought, and neither is true marketing.

Death of Record Sales

If another Jay track leaks we'll have the whole album before the release date. But we're really diggin' this one. Wonder who gets in trouble for snitching out unofficial singles? Although, I can't imagine that this goes on without some consent. Mrs. B keeps her brand locked like Fort Knox. Anything her PR team doesn't want you to see or have access to is immediately effaced, so a blatant YouTube drop couldn't have gotten far past Mr. J. Just waiting to see when the record industry will catch up with the rest of the branded world. Artists establish marketing teams to make sure their image and work (product) are priced, placed, and promoted so that it is accessible to consumers. Meanwhile, record labels have taken a backseat to the talent and forgotten to brand themselves, thus the lack of loyalty. People are more faithful to iTunes than Sony, yet somehow passing down an mp3 just doesn't have the same sentimental touch of your first album, 8-track, cassette tape, or CD. Just a campaign idea. Indulge.

*Update* - As you can see after a whole week and an entire album leak later, the material has been removed from YouTube. I just believe there has to be a better way to safeguard your work. Then again I guess no one's word is bond anymore.