Job:02-30034 Title:RP-Fashion Design Ref and Spec Book
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Book
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Branding 2 0 3
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Cult, Attitude, No-Brand, and Lovemarks
Brands can take many forms, and designers must decide which direction is right for them. Cult
brands engender loyalty beyond reason; they spend time and money to create magnetic identi-
ties and go beyond the sale to strengthen their relationships with customers. Attitude branding
revolves less around the product itself than around a feeling to which the customer can relate.
As a backlash to brand buzz, some companies embrace a no-brand philosophy that simpli-
fies the shopping experience to deliver goods without a lot of fuss. Generic branding ends up
becoming a brand of its own, as in the case of the company American Apparel. Lovemarks, a
term coined by ad man Kevin Roberts, are brands that transcend branding. As their name sug-
gests, they connect deeply with the heart of the consumer; they are defined by the mystery of
an intriguing mythology, an appeal to all the senses, and an intimacy that comes of the pas-
sionate commitment between brand and customer.
Management
In managing a fashion brand, choices must be made regarding what exactly is being branded—
the company, the designer, the collection, or a specific product. Any experience around the
brand must be designed to be specific and consistent across every point of contact. In the
event that a brand partners with another brand, care should be taken to ensure, above all,
that the allied brands share a fundamental philosophy. Companies should undergo a regular
checkup and be ready to troubleshoot if signs of brand arrogance, greed, complacency, incon-
sistency, or shortsightedness begin to surface. The proper care and management of a brand
will contribute to its success, leading to an increase of value, otherwise known as brand equity.
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Job:02-30034 Title:RP-Fashion Design Ref and Spec Book
#175 Dtp:225 Page:203
Book
e:202
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