It’s The Product, Stupid!
Just finished looking through, and then actually reading, cover to cover, a brilliant marketing piece received from Brooks Brothers. Don’t believe I’ve ever seen a more masterful blend of brand imaging and communication of actual product attributes. So often in our discussions, even with highly respected industry executives, their views on brand building are focused exclusively on advertising, marketing, PR, etc., with little if any attention to the attributes and features of products to be sold under the brand. While the imaging throughout the Brooks Brothers “1818 Lifestyle Magazine” was beautiful and compelling, it was the combination of the imaging and real product information about real product attributes which I’m convinced would ring the bell of both current and prospective customers. What made it all work was that the product attributes were as bull’s eye brand appropriate as the imaging. -The authenticity of Brooks Brothers’ Scottish Tartans, the cashmeres from the oldest [...]