In an ever-ongoing branding discourse, the main concerns are always with either the product or the story; you seem to have to choose which one to focus on. Marketers release book after book on storytelling, currently they’re all about telling your story online with Twitter and what not. They have points; transparency in its communications brings the brand closer to its user. But more importantly, transparency in the production process makes the user of the brand (design is seldom consumed, it’s mostly used) a part of the product. From beginning to end, the product can speak for itself; alas the product is the story. This all is highly dependent on having a good product, something that this new era of business will hopefully bring; more genuinely good products, less well told stories.

The best example of this, inspiring to such an extent that Monocle has featured them more times than Tyler Brûlé’s travel itineraries, is Albam. An English male fashion brand whose philosophy is summed up with “Modern Crafted Clothing.” They try to produce as much of their garments, shoes and accessories as possible in Britain to support and develop the proud heritage of British craft and production of fashion. The latest of their projects, a pair of brogues and a tan desert boot are produced together with Grenson, a British shoe manufacturer with deep roots in British tradition. On Albam’s behind the scenes blog they describe the Grenson factory:

Approx 250 processes go into one pair of shoes and the skill and time that goes into a pair is something to be proud of. This factory and those surrounding it (that are no longer factories) must have been spectacular sites when they were full of craftsmen and women in the truest sense of the word. A real job with real satisfaction.

Their fascination with the product shines through, not ticking off their brand values, because they are the brand values. There’s nothing contrived about talking about the art of craft and the importance of history when you’re so deeply concerned with it yourself and when this is shared with the users, the product becomes the story.

Albam’s waiting lists for new arrivals of shoes and jackets are long and they have created such an intimate relationship with their users that they’re almost inseparable. Their little store on Beak Street in London’s advertising district Soho is a haven for marketers who’re tired of the story but who still loves good products.

This is a post by the David Report contributor Alfred Malmros.

Andra intressanta bloggar om: hantverk, kläder, mode, skor, marknadsföring, kommunikation, branding

Uniqueness is one of the most classic arguments when creating and presenting a new logotype for a company or organisation. Although we see a growing number of conflicts where companies take legal action when accusing the other party of stealing or copying their corporate symbol. 

John Mellkvist, Creative Director of Stockholm based graphic design company JohnLook.com with business cards as signature product, has long experience of working with graphic identity. In Resumé, Sweden’s leading media news magazine he explains this new phenomenon.

- It’s a strong trend today that a company finds their logotype used by another organisation. On top of this, media has become interested in this and reports these things more often than before says John Mellkvist.

A good example of this was when two dentists from Cheltenham, UK last year were sued by Fashion giant Lacoste for using a similar Crocodile as their trademark. The significant outcome of this was that the two dentists won this prestigious legal battle.

-The problem is that many design companies still use the unique as an argument as we sell graphic identity. Before internet this was possible because a lot of similar symbols lived their life without meeting each other, says John Mellkvist.

One of the most talked about logotype issues last year was when Norska Posten (Norwegian Post) launched their new logotype, which including the advertising campaign had a cost of about 30 million euros. 

As soon as it was presented it was observed that London Clearing House used an almost identical logotype. Brand consultants demanded that the logotype of Norska Posten should be stopped immediately.

John Mellkvist believes very few logotypes are ripped off deliberately. The reason behind the visual conflicts we see is according to Mellkvist  that designers as a group are consuming the same media, picking up the same trends etcetera, but also that there are very few ”vacant” graphic expressions for a company to have.

-I’m not saying that well functioning logotypes ought to be thrown in the bin. I’m talking about all the new brand names that is yet to be designed. They will be nice, suitable, edgy etcetera. But unique? I doubt it.

Article in Swedish about a recent case. And another one.

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Andra bloggar om: marknadsföring, reklam, grafisk design, kommunikation, logotyp, design

If you are a regular reader of the David Report blog you know I’m not a big fan of commercials. But this one is an exception.

Andra bloggar om: politik, reklam, marknadsföring, usa, presidentvalet, barack obama, usa-valet

ABSOLUT vodka is today launching a radical medium to view and experience art, as a new online virtual “gallery” goes live, showcasing Helmut Lang’s “Alles Gleich Schwer”. This, a bold new exhibition of artworks, will be brought to a global audience as part of the artist’s vision of an ABSOLUT WORLD, eradicating traditional barriers between viewer and art, consumer and gallery – accessible to all for a three month period.

“Alles Gleich Schwer” is not a statement or a final answer or question. It is about the consideration and the reflection to evaluate which weight or importance or meaning one as a single person wants to contribute in a changing world to personal, social, emotional, global and ecological or any other issues and arrangements which surrounds one or concerns one. The attribution of importance can be explored in a vertical or horizontal direction.

I will post some more films from “Alles Gleich Schwer” by Helmut Lang in the next couple of days.

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Andra bloggar om: absolut, helmut lang, konst

As a company, you can choose either to just be on the internet, or to fit in your commercial offer so it captures all the opportunities that a full feathered internet concept will give you. Communication pro John Mellkvist, entrepreneur behind the design company JohnLook.com and the fashion community SaleRacer.com shares his best advice on how to build and market a brand on internet.

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1. Find your signature product
Hermès has their scarf, Lacoste has their polo shirt. Identify your signature product or service. Internet is big and thick so you need a sharp edge.
A collaboration with another specialist – from a different field of business – will create a unique offer as well a big surprise, that will draw media attention.

2. Make sure your welcome page communicates. A commercial web concept needs to be much more direct compared to a physical company. What are you selling, what’s the price of it?  Write out your concept in editable text (i e not flash or similar) on page one as well as in the headline/frame of your web page. Display your concept in a 1,2,3-process. Don’t sit on your information. Share it! This will make you an authority.

3. Create a blog linking to your web page. Or even better, collaborate with a well known blogger blogging from your page. This will make your content more dynamic and increase search.

4. Google Adwords and Analytics Good for traffic, but be careful with your budget – use only a few keywords if you don’t want to pay for a lot of irrelevant clicks. Monitor it with Google Analytics.

5. Organise your e-mail network and communicate what you do continuously. Create an e-mail signature explaining your concept in a short line of text. Did someone write or say something good about you? – enclose hyperlinks. And don’t neglect Facebook. It’s easy to call it an adult toy. But also easy enough to use as a marketing tool.

6. Be brave – contact the best in your field. If you get along, ask for a quote or a good luck to publish on your site.

7. Think local. Just because everyone can see you doesn’t mean they will. Instead, start by building success in a small community, and go from there.

8. Overkill. As a webshop, replace human touch with small or big surprise, like the amuse (or the birthday cake) at the restaurant.

9. Banner advertising. Good for an ”I’ve seen that” effect. But before counting clicks consider; how many banners do you really click on?

10. Get real. The more internet based your concept is, the more it will gain from an ambassador in the real world.

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Andra bloggar om: internet, marknadsföring, reklam, branding, varumärke

Here are some pictures from the newly refurbished Acne jeans store at Norrmalmstorg in Stockholm. Pretty nice!

Andra bloggar om: acne, mode, kläder, inredning, arkitektur

If you would like to see photography with an attitude a recommend a daily visit at Dior ex-designer Hedi Slimane’s diary.

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Andra bloggar om: foto, konst, hedi slimane

French designer Inga Sempe has been commissioned to design a new bottle and package for the ultra luxury cognac Richard Hennessy. The price is set to £ 2500 and it surely embodies all the characteristics of rarity.

Richard Hennessy is the fruit of the unique blending of more than 100 exceptional eaux-de-vie. The oldest of these are extremely rare and date back to the early 19th century. Richard Hennessy is a cognac in which nothing dominates but everything is present and perfectly balanced.

Each carafe is unique, numbered and facetted. The bottle’s striking form is made in pure, hand-blown crystal by the most skilled glassblowers at Baccarat.

Made from the finest ash, the gift box requires thirty hours of craftmanship and is covered with 14 layers of lacquer.

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Andra bloggar om: sprit, cognac, design, inga sempe

The world’s largest running event, the Nike+ Human Race 10K is about to happen this Sunday August 31st.

Take part and make history with millions other runners. The Human race is about inspiration, not just inspiring the world as a whole, but also inspiring you, as you train and give your all for great causes. Every step you run in the race will count towards the charity organisations Livestrong, WWF and ninemillion.org.

To keep yourself entertained and help you get in the groove, world-class Coach Jay Blahnik’s got what you need, the My First 10K Workout. Available for download at the Nike+ Human Race 10K web page.

25 cities have been selected from around the world to participate. There will be mini concerts along the race route that will be staged by local artists to help inspire you to log 10Ks you’ll never forget.

Not in one of the 25 selected cities? You can still participate. Sign up online and run in your community. Be sure to wear a red t-shirt!

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Andra bloggar om: nike, nike+, human race, 10k, löpning, sneakers

I just got this nice movie showing one of the Absolut Machines, the Absolut Quartet, up and running at a guerilla gallery at 186 Orchard St on Manhattan, NYC. What’s best is that you can interact with The Absolut Quartet from all over the world via your keyboard! Just go to the Absolut Machines web and sign in. Please not that you have to write your date of birth before you can watch the movie. You can also download the movie as a QuickTime movie. Further info on the Absolut Machines project in my earlier post here.  

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tags technorati : absolut machines creativity technology intelligent machines new york

Andra bloggar om: absolut, absolut machines, new york, kreativitet, teknologi, musik, video