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jerryking : wom   5

The New Style Influencers Are Digital - WSJ.com
September 10, 2013 | WSJ | ByELIZABETH HOLMES.

Brands Court Stars With Active Audiences to Try Turning Followers Into Shoppers
brands  WoM  influence  Word-of-mouth  fashion  apparel  bloggers  digital_influencers  stylish 
september 2013 by jerryking
Evangelist in sheep's clothing
Jun 2, 2010 | FT | by Anna Fifield.

Ideas for JCK

Do
* Hold onto your brand's core msg. "Having a strong identity from the
beginning helps shape the org. as it evolves."
* Use retail to create a deeper customer connection "There's nothing
like being able to tell your full story in 3 dimensions."
* Hire a specialist team of retail advisers when opening in new mkts
"We've been successful over the yrs. because when we do something new,
we find people who can teach us."
* Connect with the local community to create local advocates "It's all
about repeat business & people talking to people."

Don't
* See wholesale and retail as substitutes - they should be complementary
"If we take the eye off our wholesale business then our cash cow dries
up & we can no longer fund our retail expansion."
* Be afraid to be anti-fashion "We're about longevity, not [about being]
disposable."
* Forget that great brands grow through word of mouth "Our most
important question is: 'Would U recommend Icebreaker to others?'"
brand_identity  ProQuest  New_Zealand  entrepreneur  clothing  international_marketing  lifestyles  branding  outdoors  apparel  storytelling  Communicating_&_Connecting  WoM  longevity  3-D  customer_intimacy  think_threes  retailers  wholesalers  cash_cows  disposability  brands 
june 2010 by jerryking
Talk Is Cheap - WSJ.com
NOVEMBER 26, 2007 WSJ by SUZANNE BARLYN. Word-of-mouth
marketing as a cost-effective way to help get a business off the ground
or to stay competitive amid growing economic uncertainty.
social_networking  advertising  Word-of-mouth  third-party  validation  buzz  WoM 
march 2009 by jerryking

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