While marketers grapple with the usual challenges -- competition, accountability, wrangling new technologies -- perhaps they should be more concerned with a far more powerful phenomenon: informed skepticism. In a world where buyers are continuously in touch with other buyers and claims are publicly deconstructed by anyone and everyone, marketers' toughest job may be to simply convince buyers that they speak the truth.
Gap backs autumn campaign with celebrity portraits
Written by Webmaster
Tuesday, 31 July 2007
Gap is promoting its autumn collection with an ad campaign called 'Classics redefined', featuring portraits by Annie Leibovitz of celebrities including Forest Whitaker, Lucy Liu and Selma Blair. Leibovitz, who recently took the Queen's official picture for her state visit to Virginia, has taken a series of 12 black and white portraits for the "Classics redefined" campaign. Each portrait is numbered to highlight 12 items of clothing that Gap has redefined as wardrobe essentials,
In-Store Details: Keep Consumers Connected With Retail
Written by Webmaster
Sunday, 29 July 2007
Gap's fall from grace is almost legendary, its missteps numerous -- bad product, lack of differentiation and confusing store design, to name a few. Its struggle reminds us that it takes more than style, logo or store design alone to sustain a brand. What works is a combined experience. Knowing how to pull the strings on sometimes intangible assets can make huge differences in appeal for consumers -- and for Wall Street
You can't have a Mark Cuban speech without at least one contrarian statement. In the past year alone, the HDNet founder has sounded off on everything from YouTube ("A million people watching three-minute clips of Lonelygirl is critical mass?" he said during Advertising Week) to local newspapers ("They're trying to grow like they're internet companies in 1999," he told Esquire). His latest target? The web. Did you hear? It's dead.
News & Articles 
While marketers grapple with the usual challenges -- competition, accountability, wrangling new technologies -- perhaps they should be more concerned with a far more powerful phenomenon: informed skepticism. In a world where buyers are continuously in touch with other buyers and claims are publicly deconstructed by anyone and everyone, marketers' toughest job may be to simply convince buyers that they speak the truth.
Gap is promoting its autumn collection with an ad campaign called 'Classics redefined', featuring portraits by Annie Leibovitz of celebrities including Forest Whitaker, Lucy Liu and Selma Blair. Leibovitz, who recently took the Queen's official picture for her state visit to Virginia, has taken a series of 12 black and white portraits for the "Classics redefined" campaign. Each portrait is numbered to highlight 12 items of clothing that Gap has redefined as wardrobe essentials,
Gap's fall from grace is almost legendary, its missteps numerous -- bad product, lack of differentiation and confusing store design, to name a few. Its struggle reminds us that it takes more than style, logo or store design alone to sustain a brand. What works is a combined experience. Knowing how to pull the strings on sometimes intangible assets can make huge differences in appeal for consumers -- and for Wall Street
You can't have a Mark Cuban speech without at least one contrarian statement. In the past year alone, the HDNet founder has sounded off on everything from YouTube ("A million people watching three-minute clips of Lonelygirl is critical mass?" he said during Advertising Week) to local newspapers ("They're trying to grow like they're internet companies in 1999," he told Esquire). His latest target? The web. Did you hear? It's dead.
