Tag Archives: human

FTW: When Brands & Consumers Connect

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Working in digital marketing on a day-to-day basis, it makes me stoked to see when brands and consumers truly connect. When a brand takes a beat and steps back to reflect and understand what their consumers really want. Even cooler, when a brand reinvents part of itself to be with the times. One such brand is Banana Republic. Perhaps I’m biased, because they now sell so many leather oriented clothing, but so what? Here’s what we can learn from BR as of late:

1. They Hired a Kickass Creative Director – one to help reinvent BR and shape it into a new, cooler, fresher brand. Marissa Webb. I salute you. You took BR from being a stuffy, conservative office brand to one that women are excited to wear. The brand now exudes confidence, sex appeal, and best of all, amazing clothes that fit just right.

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2. The advertising fits the new brand – The new ads are edgy and they standout. Best part, Marissa herself touts the clothes, makes personal ads through her instagram (without being an ad), and allows people to connect with the brand in a way people never could before. In a way, (sorry Tory), she’s the new Tory Burch. She is a visionary for the brand. Is that a bold statement? Perhaps.

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3. They are human – By far my favorite characteristic. The brands replies, comments, and favorites posts by its fans. They thank people for purchasing their clothes. Reward them with fun loyalty gifts. And best of all, are just kind and nice. Not to mention, Marissa herself “favorited” my last tweet about the brand. That is huge in my book!

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What brands stand out to you? Which brands make you say – yes, I love this brand?

Note: This post was originally written for Marketing on the Rocks. 

My Current Brand Crush (Maybe Love): Sole Society

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We, as consumers (and definitely marketers) have our crushes, our flirtations, and sometimes we commit to a brand we truly love. I’m currently having a major brand crush on Sole Society. Why? A few simple reasons:

1. They have a great affordable fashion line

Sole Society is known for “affordable fashion” – making it attainable for most women who adore looking great, but not breaking their bank to do so. The brand offers up items that are both on trend, but also classic. They partner with style inspirations like Julianne Hough to design their lines. And as of late, obtained Andrea Wasserman as CEO. I knew I liked her when she replied to me on Instagram, but the fact that she came from Nordstrom (my other major crush), demonstrates her ability to choose working for brands that put the consumers first. And that brings me to my next two points…

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2. They market themselves with style

Sole Society can be found on most channels, which allow for visual content to be at the forefront. They’re avid posters on Facebook, Twitter, Instagram, and Pinterest. My favorite is when I am able to get an inside look into what shoes they have yet to even put on their website or in stores. Getting an inside peek at the new colors, designs, and lines for the upcoming season is a brand lover’s dream. We feel like we have been let in on a secret that others don’t know about. Marketers, take note – this is a great tactic to get your consumers to come back for more!

Additionally, Julianne Hough who has her line on Sole Society gives sneak peeks through her Instagram channel too. Although she can afford shoes much more expensive, it’s great to see a strong, stylish female partnering with a brand the average female can afford and feel like she’s wearing high class style. And tying an influencer with a fun-loving spirit like Julianne to a fun-loving brand like Sole Society is a perfect strategy to get consumers to turn their heads at the brand – creating both awareness and consideration.

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To read my 3rd reason for totally crushing on Sole Society (and it’s major) check out my full original post on Marketing on the Rocks!