Tag: Brand

Launching 1st Truly Gender-Inclusive Clinical Skin Care

Launching 1st Truly Gender-Inclusive Clinical Skin Care

Reporting the upcoming October 2017 launch of a clinically based and incredibly exclusive skin care formula.
It is INTENTIONALLY designed for equal & effective use for both MEN & WOMEN.

“As the new Chief Marketing Officer of this amazing new brand,

I am so pleased with the opportunity to be able to share aFront Panel Showing For Men and Women

truly gender inclusive and effective skin care product.”

Christine C. Oddo
CMO, ROOT of Skin
Our new brand is named

ROOT OF Skin

ROS Logo

Gang Rendering

The product was researched and developed in our private medical grade research facility. We also manufacture the core active ingredient complex-
SourceCode Technology
and it is only available exclusively within our product.
Expect new product applications coming soon in 2018!

RootSkin_RFRSerum

 

Maximalism vs. Minimalism.  What Meme Is Right for Your Brand?

Maximalism vs. Minimalism. What Meme Is Right for Your Brand?

Maximalism versus Minimalism.  If you created a campaign using a meme, which way would you go?  Which visual style is more representative of your brand?

More than ever before, visual impact takes the lead role in brand presence.  Memes are an excellent tool for delivering incredible visuals while identifying with your target consumer.  In the not-to-distant-past campaigns relied heavily, and successfully, only on their creative and production capabilities.  Our digital media world has changed all that. Creative is no longer perceived and judged just as award-winning art-for-art’s-sake.  It now has to be conceived with the notion that it can go viral – and we all know that creating the magic of going viral is the killer hack in digital branding.  Now not only does creative have to be flawless and fitting, it must also be able to go into full viral motion.

Memes are a leading way to instantly deliver your brand message.

So, will you go with the Maximalist pow and deliver eye candy straight between the reader’s eyes?  Or, is it more fitting for your brand to play it cool and draw them in with a I-couldn’t-care-less-about-how amazing-I-look-‘tude?

Gucci’s latest Watch campaign is obviously continuing their trend in Maximalist fashion.

Check out some of their recent campaign memes.  The copy is critical too!

Gucci Meme 1Gucci Meme 2Gucci Meme 3

Want to understand how Gucci is utilizing memes into their campaign?

Read Australian Vogue’s article here.

Vogue Australia with Karlie Kloss

 

 

 

 

 

 

 

Now that you have experienced Maximalism, let’s see the difference with Minimalism. What Vetements just did is simply way too cool.
Vetememes the Vetements Meme Jacket Sold Out
Vetememes the Vetements Meme Jacket
Burberry’s Art of The Trench campaign is iconic for its minimalist imagery and impact. They further capitalized on their viral success with a flawlessly linked execution via brick & mortar and engaging user generated content.
Burberry's Art of The Trench Campaign Utilizes Memes, Brick & Mortar and User Generated Content
Burberry’s Art of The Trench Campaign Utilizes Memes, Brick & Mortar and User Generated Content

 

 

 

 

 

 

 

 

 

What Burberry’s did is extremely important.  It illustrates the opportunity for how a brand can lead an entire robust campaign with a single piece of developed creative.

We now know the importance and opportunities of memes.  So what will it be- Maximilism or Minimalism?

 

headshot-from-christmasChristine C. Oddo is the founder of Madison Luxe Group a beauty and luxury product retail sales and digital strategy agency and author of The Christine Report blog.

Inquiries to christine@madisonluxegroup.com

 

Ho-Ho-Ho  Yo-Yo-Yo How Did It Go-Go-Go???  How Were Your Holiday Sales?

Ho-Ho-Ho Yo-Yo-Yo How Did It Go-Go-Go??? How Were Your Holiday Sales?

So, how did it go?  Now that we’re getting through January, for sure you have already done your 2016 Holiday Sales review.  So, how did it go?  If you are not happy, hard to believe, but we now only have about 8 calendar months to implement change.  Can we do all that needs to be done in time, this time?

The key question for most brands and stores has become incredibly apparent-

Where did my customer shop?

Did I have a brand presence there?

Was my customer’s experience consistent?

In Other Words

ARE YOU UNIFIED???

Unified Commerce.  It’s not just Omni-Channel.

What does UNIFIED mean exactly?  It means that presence or performance is no longer about where one can buy a product or find their retailer.  As marketers, we call each of these a channel.  Do you know what your customer calls it?  NOTHING.  Sorry to be so blunt.  That’s right, they refer to it as nothing.  Why?  Because our customers really don’t care what a channel is.  They only care about where they are and if they can easily purchase something.  We also need less emphasis and planning around “channel optimization”, “tracking” the target consumer, or “omni-channel” anymore, too.  Technically these efforts will remain, but it is really all about the right marketing mind set and goals.  Its time to truly begin to understand and implement brand transaction strategies from the consumers’ viewpoint.

Unified Commerce.  It’s Technology and It’s Your Consumers’ Brand Experience.

brp-graphic
2016 projected $30B spend on commerce unification software 

 

 

It is about a product or a brand transaction being seamlessly and instantly present across every platform.

 

Why Omni-Channel is Not The Same as UNIFIED

Here is a perfect true life example of my experience with an exclusive department store-           This retailer is definitely Omni-Channel but definitely not Unified.  When I fly into this city, I always look forward to shopping at this amazing destination.  When I purchase something that won’t fit my carry-on, I have to ship it back.  The brick and mortar purchase process will not allow it to be shipped to my PO Box.  So, the sales associate has to physically release the order at the exact right time so that it meets me at my house upon return from my trip and not sit on my front porch while I am away.  Then, I have to worry about my purchase sitting at the retailer for sometimes a week or more, depending on how long I am away. But, when I order online from this store, they will ship my package anywhere- including my PO Box. 

                                                                                                                                                                                                         

Dior Tribal Earrings My Must-Have Item Ordered Via Text Unified Commerce Needed Here
Dior Tribal Earrings My Must-Have Item Ordered Via Text

Most surprising to me was when I needed some extra help buying some incredible just-had-to-have runway earrings and I wanted a couple different pair to collect all at once. 

I called the store long distance and during this experience, I was able to order these pricey earrings from the sales associate literally via texting but, get this- they were not available for order via their website.  

Very confusing.                                                                    

 

 

 

 

Unified Commerce Needed Here The ECommerce, In-Store and Phone Ordering Brand Experience Completely Different
Unified Commerce Needed Here The ECommerce, In-Store and Phone Ordering Brand Experience Completely Different

 

So, time has come where the point of sale is no longer just about technology capability, channels or physical location of the purchase.

THE NEW POINT OF SALE IS THE CONSUMER THEMSELVES

Unified commerce means that no matter where or when a consumer decides to buy, they can seamlessly, readily and easily transact their purchase AND to them, the transaction feels, looks and acts the same.  The consumer experiences little differences in their transaction options and brand interaction.  Also anyone in the organization that may be assisting in the transaction has the same information access and in real time.

Unified Commerce by National Retail Federation
Unified Commerce by National Retail Federation

 

 

 

 

 

 

 

Time flies.  Our consumer continues to expect more unity in their experience.  Can you be totally ready by the next holiday season?  Can you get Unified?

 

 

Madison Luxe Group Where Luxury Meets Reality www.thechristinereport.com www.madisonluxegroup.com

Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury retail sales, product development, brand curation and digital strategy agency.

Inquiries to christine@madisonluxegroup.com

It’s 4pm Tuesday, Do You Know Where Your Content Is?

It’s 4pm Tuesday, Do You Know Where Your Content Is?

location, location, location

 

 

stylish millennial
Millennial Style

Its 4pm on Tuesday, do you know where your content is? What’s your strategy for attracting the fashionable Millennial?

 

Your website. It’s your masterpiece. You have toiled endlessly on it so you can capture as many users and stickiness as the heavens allow. Well, how is that working for you? Traffic slowed, stalled or timed out?

Well, fuggetaboutit. There is a new way. Don’t worry, your masterpiece is still important and will still be your standard of excellence.

So fuggetabout what exactly? Well, remember how all the masters of best practices say its all about content, content, content? Yes, this is still true. But, now it’s also really about location, location, location.

location, location, location

 

You need both, actually. If you are in the media business and want to win and win big, especially with Millennials, then follow the paths of Refinery 29, Dazed and i-D. These folks are the new paradigm of best practices.

How are these companies doing? Check out these numbers:

  • Refinery29 launched in ’05 now has 25 million unique monthly users
  • Dazed Media with 3.5 million unique monthly users has LVMH as a partner in one of its entities, Nowness
  • i-D, acquired by Vice Media in 2012 went from 200,000 to now 6.5 million unique monthly users

Read more on this @ The Business of Fashion.

To understand this new paradigm, check out the graphics below and look at it this way. Brands want to be as accessible to their customer as possible and drive as much sales out of it too. So instead of just constantly trying to funnel the consumer to a website, the brand now funnels itself to the consumer.

The Answer-achieve scale with specialized content in each environment.  Make each environment it’s own destination.

It is not just about website and landing page effectiveness anymore, it is all about your brand image curated to your customer’s delight everywhere and anywhere they find you.

Blog 6 No Longer Works JPeg

The analogy is this. Just as your brand has its flagship website, you probably also have a flagship brick and mortar retail location. But, your same brand also is found in many other stores. If it were simply enough to have a single branded store then there would be no need for other retailers.

Blog 6 Correct Model of Content Distribution

Consumers want choice and they want it in the environment of their choosing. Any of the best brands be it Apple or Louis Vuitton or Nike know they must be present and curated at a location and in the manner their customer expects.

 You will find Nike in one of their gorgeous company stores and you will also find it in a Foot Locker.

Nike Found in Footlocker Stores
Nike Found in Footlocker Stores

 

 

location, location, location
Nike Store

 The user experience is completely different.

Brands have to look at third party sites as their key retail partners. Just like each retailer has its own image, so does each site. Content must be customized to meet its customer’s expectations and suit each site. Content designed for Facebook will not be the same as curated for Snapchat as it is for Instagram.  Yes, it’s a lot of work to manage all that content. But so is managing all those retail locations.

 

So, its prime time for your content-do you know where it is?

It should be in front of your targeted Millennial.

That’s exactly where they expect it to be.

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Christine C. Oddo is the author of The Christine Report blog and founder of Madison Luxe Group; a beauty and luxury product retail sales and digital strategy agency.

Inquiries to christine@madisonluxegroup.com