b-f-t-m / innovation marketing firm’s Post

"A curated view of where innovation is happening in marketing today, why it matters, and how it is transforming modern business". --- # 401 FASHION, United States Inside look. If you watch documentaries and films, you've likely noticed a surge in fashion-related content, sparking interest in getting an inside look at this notoriously exclusive industry. Most of these productions are very well made, especially for the insights they reveal, providing a more complete picture of a brand's story. This year, several TV series on the topic have been released, such as “The New Look” on Apple TV+, which explores the rivalry between Coco Chanel and Christian Dior, and a miniseries about Karl Lagerfeld on Hulu. Soon to come is “La Maison”, a Succession-style drama. The growing interest seems to stem from curiosity about the creative processes behind luxury garments. For example, Oscar de la Renta released the documentary “A Sense of Beauty”, which follows the creation of a collection. According to the brand, a film is a more lasting investment than a runway show, allowing the collection to be remembered for longer. 🙌 What’s your take? 👉 More content on our website b-f-t-m.com/DRUMROLL Subscribe to the weekly newsletter. 🎯 If you want to learn more about our transformative approach to generating growth (yes, what we call innovation marketing!), feel free to write me privately. More about this topics follow #MaurizioRibotti #innovationmarketing #cultureofmodernbusiness #luxury #premium #lifestyle #DRUMROLL #marketing #communication --- All rights and credits are reserved to the respective owner(s). Contact us to add you as a reference or content removal.

Is anticipation marketing the new hype machine?... ⏳   In a world where everything is available on-demand and at the click of a button, the path to purchase has become more streamlined than ever. But this is also negatively eroding brand value, meaning and loyalty across the retail landscape.   Brands are now putting their creative energy into re-igniting desirability through anticipation tactics, taking learnings from the entertainment industry. Take Diesel’s Milan fashion show last week which live-streamed 72 hours of uncensored, behind-the-scenes footage of the brand's preparations in the lead up to the event. In the same week, Seán McGirr treated us to an intriguing and equally illusive preview of his highly-anticipated debut fashion collection for Alexander McQueen; artfully teasing both consumers and editors alike.   “Anticipation is the most underappreciated engine of commerce.” Queue-it. Focusing on pre-launch marketing over post-launch coverage, helps bring consumers in on the story. In this new era of creating impact through intrigue - are you ready to make it worth the wait?... Why not talk to the people who pioneered ‘Brand Storytelling’ (that’s us). https://lnkd.in/ecj4F3hU #brandstorytelling #anticipation #hype #brandactivation

Adri came to me because she needed a voice. Relaunching her fashion brand after a well-deserved hiatus (we prioritize REST over here), Adri wanted her brand to have some soul. Together, we dove into her brand's history, its inspirations, & Adri's journey as the founder. We refined her target audience and I got to work... I headed to their frequent hangout spots. I picked up on the way they spoke. And I listened to the things they complained about the most. These insights helped me fine-tune what would move her audience to purchase and how they needed to hear the message delivered. I listed out keywords, taglines, a brand thesaurus, among other resources that would help Adri & any contractors she outsourced or team members she has hired to maintain the same brand voice & style no matter what. Now, Adri doesn't have to shimmy on social media for attention. She can get clicks, conversations, & conversions happening because she doubled down on the deepest part of her brand identity, its soul. This is what it's like when you book me to turn the mic up on your brand voice. You get clarity, you get a system & you get more customers and clients to notice you without having to do too much. Comment (or DM) "MIC" to see if this is the support you need for your brand in Q2.

Exciting News!  I have just relaunched my website, fully focused on fashion marketing and advertising!  This space highlights my passion for storytelling through fashion, my portfolio of creative projects, and insights into the world of marketing and branding. Check it out and let me know your thoughts! https://lnkd.in/eKsEGaZM #FashionMarketing #Advertising #BrandStorytelling #WebsiteLaunch #CreativeDirection #FashionAdvertising

Brand frameworks and control - a popular topic amongst brand teams. Control of your codes = controlling mental availability. In the new world with less brand hierarchy, creators are the codes. This is why I continue to think a single creative director role is out dated and it has felt that way since the internet started having a meaningful impact on commerce. Curious to see when that has a more fundamental change on how the fashion industry works which feels very out of touch with the modern world.

A new aesthetic blows up every few months. Remember the "pop of red" craze? Now, butter yellow is taking over like this springtime-summer heat. Brands, listen up: blindly chasing trends can be a disaster if they clash with your core brand positioning. Audiences, especially the astute and city-dwelling, can spot a fake a mile away. Sometimes it's better to sit on your board, bob a while, and wait for the next set to roll in. Wait for the right wave. Stick to your brand's core image.

📜 Once Upon a Time, In a Luxury Brand Far, Far Away... 🏰 Who doesn't love a good origin story? Especially when it comes with a designer label! In luxury, we're not just selling products; we're selling legends. 🎭 It's about weaving tales of artisans, visionaries, and rule-breakers. We're talking about bags that survived the Titanic, perfumes created for queens, and watches worn on the moon. Because in luxury, it's not just about what you're buying, but the story you're becoming part of. Want to turn your brand's history into a bestseller? Let's write your legend together. ✍️ https://lnkd.in/gbhfTnmM P.S. No actual time travel is required, but a flair for storytelling is a must! #LuxuryHeritage #BrandLegacy #StorytellingMagic #LuxuryHistory #BrandNarrative #HeritageMarketing #LuxuryLegends #TraceBrandBuilding #brandidentity #visualbranding

KITH is Giorgio Armani's first brand partner in 49 years of business. The scale of that achievement alone for Kith has to be applauded. It levels up Kith. Yet Armani is a tightly defined brand. This is a strength and a challenge: how do you bring the brands together in a way that respects both but brings something new to the table? The first 'teaser' for the partnership has dropped and looks like a blockbuster. (Literally.) This works so well because it thumbs its nose at what we understand as traditional teaser dynamics. There are no 5/10/15 snippets; it's a 2-minute, 1-shot take Directed by Martin Scorcese and starring him as 'The Artist.' The video quickly establishes the campaign's narrative framework (the four archetypes of an Armani customer) with a surprisingly light and fun tone, then stuffs it full of Easter eggs. From notes on filmmaking to the dynamics of New York's past, present, cinematic status, the suiting range at the heart of the collab, and the long-standing relationship between Scorcese and Mr Armani. (Who directed the 'Made In Milan' documentary in 1990). It's a lot in 2 minutes but it bears repeat viewing to really capture all the nuances. And those same nuances, are what make it a stellar example of interstitial storytelling. Using content across channels and creating narrative beats to keep the viewer engaged and excited for what's coming next. Interstitial storytelling creates constant momentum and engagement. (Something we were pushing in all of our marketing at Esprit). It's a high bar to clear, but it's incredibly effective. Kith was already skilled at this type of work and launch. They might just have one-upped themselves here when it mattered most. I'm looking forward to exploring the rest of this partnership.

Discover the transformative power of storytelling in fashion branding with 'Unveiling the Thread' by Vibe Consulting. Learn how to engage your audience and convey your brand message effectively.

Excited to unveil my latest creative project, "Voices of Delight: POV Ad Campaigns that Speak to You"! 🎨🎬 In this innovative campaign, I gave sushi, sunglasses, skincare, and pizza a voice of their own. Each ad banner communicates directly with the audience, providing a relatable, enjoyable, and engaging experience. 🍣🕶️🍕✨ The process of blending personification with design was truly exhilarating, resulting in unique and attention-grabbing ads! I invite you to share your thoughts on this exciting journey. 😊 For more details, feel free to explore my portfolio. Let's connect and discuss the magic behind bringing products to life through creative storytelling. #CreativeCampaign #DesignInnovation #MarketingMagic