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Oct 11, 2024 | 
bettermarketing.pub | Michelle Wiles
Why you need a Brand Playbook insteadMost companies have a ‘brand’ in that they have a name, a logo, and a positioning statement. But only a few companies manage to translate their brand into outsized company value via distinctive communications. Companies like Apple, Nike, Liquid Death and Glossier.
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Jul 3, 2024 | 
businessoffashion.com | Michelle Wiles |Hannah Crump
In the past, fashion brands could tightly control their perception with carefully managed public relations and marketing campaigns. Today, a brand’s image is largely in the hands of consumers who augment, challenge and reframe a brand’s narrative in real time online. This presents an opportunity for growth if customers mirror the communications of the brand when they post about it on social media.
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Jun 17, 2024 | 
businessoffashion.com | Michelle Wiles |Hannah Crump
Today, a large following on social media does not necessarily offer brands a shortcut to driving the cultural conversation online. Many of fashion’s largest names have a relatively low engagement rate on social media, while smaller brands are able to consistently capture and lead online discourse.
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Nov 13, 2023 | 
medium.com | Michelle Wiles
The brand is on its way. The website still anchors on evening wear, but now features a few business jumpsuits, some casual-wear, and last week announced - swimsuits. I figure they are testing the waters here (literally and figuratively). If I were running Hervé Léger - I'd push this even further. Make high-end casual wear the hero item. Offer a line of stretchy / sexy workwear, and do a collaboration with Theory to get distribution access to women shopping for new office outfits.
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Nov 12, 2023 | 
michelle-wiles.medium.com | Michelle Wiles
The brand is on its way. The website still anchors on evening wear, but now features a few business jumpsuits, some casual-wear, and last week announced - swimsuits. I figure they are testing the waters here (literally and figuratively). If I were running Hervé Léger - I'd push this even further. Make high-end casual wear the hero item. Offer a line of stretchy / sexy workwear, and do a collaboration with Theory to get distribution access to women shopping for new office outfits.
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Nov 11, 2023 | 
michelle-wiles.medium.com | Michelle Wiles
Clothing brands have it tough. High-end accessories - a Hermès handbag, a Cartier watch - are allowed to repeat similar styles. Instead of evolving those kinds of products, you evolve the world around it. Change the merchandising. Pair a Chanel flap purse with a blazer one season, and a flowy gown the next. The brand is still relevant. Chanel bags are long-lasting accompaniments for changing trends. Source: Pinterest But an evening dress is meant for an evening.
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Nov 6, 2023 | 
michelle-wiles.medium.com | Michelle Wiles
Taylor Swift priced her Eras tour tickets with average face value of $253.56. But due to higher demand than available supply, the average resale ticket went for $3,801. In-demand restaurants are following a similar trend: platforms like ResX and Cita offer marketplaces where you can buy and sell a restaurant reservation. Want to go to celebrity-laden Carbone or Italian hotspot Lilia? That will be $200-600. Before food.
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Nov 5, 2023 | 
michelle-wiles.medium.com | Michelle Wiles
The Brand Flywheel identifies (4) challenges for Peloton to reach its mass market potential:1. Peloton needs to shift price perception from luxury to premium. This shift will open up new segments of the population. To give credit, Peloton is working on this. But perception is not fully there yet. 2. Peloton needs to shift perception from at-home spinning to all-around exercising. Peloton did release an ad this year conveying the breadth of app offerings. It's high production, with a great soundtrack.
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Nov 3, 2023 | 
michelle-wiles.medium.com | Michelle Wiles
In the first season of Apple TV's Morning Show, News division president Cory walks around grinning all the time. He's under a lot of stress: overseeing chaos in his most profitable show, reporting to a boss that despises him, plotting a corporate takeover...And yet, he manages to come off as if he is 5 steps ahead of everyone else in a game of corporate chess. Cory might be planning ahead, but his true skill is reacting in the moment.
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Oct 22, 2023 | 
medium.com | Michelle Wiles
The playbook for turning a product into a luxury good High end coat brands Moncler and Canada Goose have a lot in common. Both were founded in the 1950s (Moncler in 1952 and Canada Goose in 1957), and both expanded with the help of private equity in the 2000s. Both companies later IPO'd within four years of each other, Moncler in 2013 and Canada Goose shortly after in 2017. However, one brand is worth more than 10X as much as the other.
