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Pedro Gonçalves

Wolff Olins - 0 views

www.wolffolinsblog.com/...the-age-of-the-proto-brand

Branding Proto-Brand Wolff Olins

shared by Pedro Gonçalves on 13 Sep 10 - No Cached
  • Launch? Here’s an age-old concept that is being re-shaped in the era of the proto-brand.  As social media and technology open up development, co-creation will become the normative process for many brands.
  • As the speed and quantity of new offers being thrown at us increases, our attention spans become shorter and we’re more easily distracted.   In this 21st century business environment, brands cannot rely on the one-liner.
  • In the world of open, brand is more valuable than ever.  More than what you can offer is the outcome of the way you act: trust, equity, and loyalty. Open up to people, and you gain empathy, support, and forgiveness.  Close the door to them, tell the same jokes over and over, and soon you’ll be looking at a theater of empty seats.
Pedro Gonçalves

Wolff Olins - 0 views

www.wolffolinsblog.com/...digitizing-luxury-brands

Branding Luxury

shared by Pedro Gonçalves on 27 Oct 10 - No Cached
  • “If too many people can buy it, the brand loses its exclusivity.”
  • Despite the ubiquity of digital and social media, the in-store experience is still integral to producing individualized experiences for high-wealth customers. “Even though the products are available to view online, it is not the same as the experience of seeing them in person,”
  • Digital and social media can amplify in-store experience for high-wealth customers, but shouldn’t necessarily be seen as a substitute.   
  • ...1 more annotation...
  • The challenge for luxury brands is in evoking an aura of desirability across broad audiences, while curating individualized experiences for their core customer base.  Luxury brands have to develop strategies that promote both accessibility and exclusivity. Digital and social media can help increase awareness of and perpetuate the myth surrounding the brand, but they must be carefully curated in order to maintain an impression of exclusivity. Furthermore, these channels should be viewed in the context of the store experience. 
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