Izzy Pugh, Head of Cultural Insight & Marilyn Dutlow from Added Value in South Africa have recently unpacked from an international and local perspective how Starbucks are creating a place and a mind-set that feels like the heart of a community.
Read the full article at The Media Online! on how Starbucks are successfully creating cultural value. (http://themediaonline.co.za/2016/05/the-starbucks-way-of-forming-communities-be-creating-cultural-value/)
In the pursuit of creating something genuinely useful for people’s lives, brands sometimes need to put their label’s name aside if its presence would have an obtrusive impact. L’Oréal and LVMH have both taken note of this fact and launched online initiatives that remain uncredited:
FAB by L’Oréal
L’Oréal has launched FAB (flair, artistry, beauty), an unbranded beauty hub which showcases industry professionals creating trends all over the world 24/7. The website targets the general public as well as beauty industry professionals and the multi-media content puts a spotlight on the expertise of all these ‘artisans of beauty’.
NOWNESS by LVMH:
Nowness is an established global video channel showcasing the best in culture reaching from art, design, fashion and beauty to music, food and travel. Both established and emerging filmmakers create content that conveys storytelling designed to provoke inspiration and debate.
Why is this interesting?
It’s not L’Oréal or Louis Vuitton that people care about, it’s the lifestyle they create that’s important. With the initiatives listed above, both brands have created something beyond just their products and stepped into the real world they want to be a part of. By doing this they are not just existing in culture but helping to create it themselves, which is the perfect way for a brand to fully embed themselves in the lives of its followers.
After a turbulent and troubled time, high-street department store British Home Stores (BHS) has filed for administration. The sad news has got us thinking about how a British home store could best adapt to make itself indispensable within culture and cater for the real British home.
- Own a good night in:
Technological advancements have made the prospect of a good night in more irresistible than ever before. Services such as Netflix, Deliveroo and even Tinder have eliminated many of the reasons people would feel the need to leave the comforts of their living room for a night on the town. Collaborating with services such as these to help create the perfect night in shows an appreciation for the changing landscape of entertainment.
- Make home improvement a celebratory affair:
The British are notorious for the pride they take in their homes, which underpins a relentless pursuit for improvement. A recent study conducted by wooden-blinds-direct.co.uk found that 84% of people would change something about their houses. These changes don’t need to amount in a giant upheaval, they can be small as the same survey found that 83% of people said they would probably be happier if they could change just a few things about their homes. By understanding the emotional connection we have with our homes, brands can provide simple yet personable solutions for enhancing our homes. Dulux has achieved this with their colour of the year campaign which elevates the colour a person chooses to paint their walls into a style statement.
- Understand the home can be fluid:
There is a generation of people in Britain that feel excluded from the housing market with many no longer aspiring to own their own home. This has lead to the concept of the home becoming more fluid. A home is no longer necessarily about having four walls and a plot of land, it is something that can be taken with you.
We love the idea of a shop aimed at the British home, but to have real cultural traction it’s crucial for them to understand that the British home itself is ever evolving and shifting.
It’s Fashion Revolution Week this week, an innovative initiative launched to challenge traceability within the fashion industry. Here is a little more about the initiative, alongside some other fashion brands taking a stand on ethical issues.
- Fashion Revolution Week #whomademyclothes
Using the #whomademyclothes fashion conscious individuals across the globe are taking a stand against traceability by posting their labels and asking their favourite brands where their clothes have come from, and how they have been made. Fashion Revolution Week was launched by Carry Somers in response to a factory collapse in Dhaka, Bangladesh which left 1134 workers dead.
2. Noveaux Magazine
Berlin based fashion magazine Noveaux champions fair and vegan fashion with a range of articles and features. Its content which is pulled from a variety of sources proves that fashion can be made in a safe, clean and beautiful way.
3. H&M World Recycle Week featuring M.I.A.
H&M have launched their World Recycle Week with the release of a new video from MIA, the face of the campaign. In the video the artist encourages viewers to “rewear it” and “regenerate the nation” and shoppers are receiving £5 off their next H&M shop every time they drop of a bag of clothes.
Why is this interesting –
As the examples above highlight, brands will have the biggest success when standing up for ethical issues if it’s done in a way that feels authentic to who they are. For example by using a current recording artist to front their recycling efforts, H&M have made the campaign feel as relevant as any of their more conventional ones. Brands wanting to have a social impact should make it feel like an extension of who they are, rather than a corporate responsibility for their efforts to resonate most successfully.
Just like the myriad personas we find on stage and screen, character can also be applied to brands and in fact often holds the key to breathing truly new and differentiated life into them – as well as making them totally recognizable across all touch points. In the spirit of sharing, we decided to get down our top 5 tips for winning with brand character.
Read the full article at: http://www.huffingtonpost.com/laura-tarbox/get-in-character-using-ar_b_9585696.html
Replicating reality seems to be the latest priority for toymakers, with several brands releasing new ranges that try to reproduce an accurate representation of the real world.
Here are three brands making shifts to be more in tune with reality:
- Lego’s Stay At Home Dad
The Lego City range will soon be gaining some new arrivals in the form of a stay at home Dad and a career driven Mum. The Lego figurine Dad will be dressed in a lumberjack shirt with a hipster beard, and the Mum will have slicked back hairstyle and will come equipped with a briefcase. Lego has said the new figures are an attempt to better represent the world we live in today.
These toys come from a collaboration between an illustrator, a child psychologist, an educational specialist and a product designer. MyFamilyBuilder’s main priority is to represent all adults and children. Using magnetic connecting devices these characters can be combined in multiple ways to become representative of people of all ages, genders and ethnicities.
- Curvy Barbie
This new line gained a lot of media attention when it was released earlier this year. The range encompasses 4 body shapes, 7 skin tones, 24 hairstyles and 22 eye colours , making her representative of a wide range of people.
Why is this interesting?
Toys have always acted as a gateway for children to let their imaginations run wild, and they are increasingly being allowed to imagine a world of rich diversity and nuance. Brands seem to be taking incredibly seriously their responsibility to represent the world accurately to children – we hope it enhances their powers to help kids build imaginative worlds that don’t adhere to any rules, rather than become something merely tokenistic.