What if the product is not the hero?

...but the customer?

Let's face it - most ad campaigns and marketing strategies circle around the product, the service offered or the the new feature of a re-designed something...
But not very often the real hero, the customer who actually buys the product is the center of attention. The men or women who might spend a lot of money on your product should feel special and pleased. Especially these days where social media and social marketing is more important then ever. We all have our own second secret life online. We 'check' this world every morning...most of the mornings without even saying good morning to our loved one right next to us...but this world needs attention and more important it gives the attention we need right back. So by using the customer as the center of attention, companies come even in the print media world very close to do social media marketing.

This morning, after a fantastic run (not that I am runner by passion but the scenery makes it easy to get up and move) through the Marina, along the beach and Crissy Fields, back through the pristine Presidio, two fried eggs with jalapeños and tomatoes, made by my husband, were waiting for me and also the New York Times...yes, after our move from the east cost to the west coast we kept this 'reminiscence'...with its TMagazine and it made my morning.

After some weeks now without communicating with you - there was nothing worth talking about - I finally saw an ad that is worth talking about which immediately caught my attention: Helmut Lang Parfums!

I was surprised to see that someone had the gut not to use the product as the hero. And how delicate, sexy and sophisticated this neck looks...so strong.

The story of the Helmut Lang fashion house is a testament to the transience of fashion. Founded in 1986 by the Austrian designer Helmut Lang it became soon one of the key players in the fashion industry...but already some years later, at the beginning of 2000 the house has been sold to Milan-based fashion house Prada,
the designer was loosing more an more rights and the popularity of his designs started to wane. Fragrances were introduce that same year. In 2006 LTH (Link Theory Holding of Tokyo) acquired the brand for an estimated EUR 20 million.

The perfume line "Cuiron" composed by Françoise Caron and the Eau de Cologne created by Maurice Roucel have managed to achieve an almost cult status. After nearly a decade out of stock they have returned - leathery, woodsy, resinous. Buy all three, line them up on your dressing table and fall back in love with long-lost olfactory flames. Helmut Lang Eau de Parfum ($185), Eau de Cologne ($185) and Cuiron ($165) available at helmutlang.com.
By smelling them you can understand why I am so happy to have them back...

Photos: Helmut Lang 200 ad campaign directed by Marc Atlan from Design Boom and produced by Petronio Associates.

An explanation but not an excuse….

Dear friends and fans of .Creative New Ideas,

the last weeks and months were a little chaotic but very interesting, inspiring and challenging!
I would like to apologize first and for all, that I disappeared for some days without notice.
As many of you have guessed right…yes, we moved to the lovely paradise San Francisco.

Years ago, when I visited for the first time this city was too hippie, too hang loose and too far away from Europe.
Now, after more then 7 years later, after the experience of more then a year of full-time-living on the UWS and getting to know the day-to-day insanity of Manhattan…

OMG…I LOVE the West Coast!
It is impossible to explain to you why - you will have to experience it yourself: come and visit!

But I feel like I owe you an explanation: I was out of touch, because of our bi-coastal move and because of my new job I started. Since everything is super fresh I will not go into details, and because you already read this…look out for more news soon!

Throwback Thursday

Not only that this ad 'threw me back' into my sweetest memories of some gorgeous summer days out East, or it made me realize how easy and simple good marketing can be - but it also opened my eyes and made me acknowledge what you can accomplish as a family.

Have you heard of Imrie? A fashion brand, a beach lovers dream come true and an inspiring family story!




Their core values combine all of my 'make-me-feel-good' attributes my life needs:

   



live     love     swim     smile     dance     laugh     travel     enjoy

Their collection for a life on the move and mostly at the beach, this amazing and a bit crazy Scottish family of seven, combines all my personal endeavors. They travel most of my beloved locations and share my passion for easiness. Pippa the mom, with her three daughters Tamsin, Caitlin and Lola founded the business in 2005 and opened their first retail location in Westhampton Beach, NY - where Lola went to high school. Soon Paia (Maui, Hawaii), Montauk, NY and St. Barth followed. The globetrotters have called, London, Maui and Long Island their home…now kind of establishing some roots in East Quogue…kind of!

'We shop for the store like we're shopping for ourselves. It's our ideal closet.' says Lola. They also support friends and local designers like Amagansett-based jeweler James Colarusso or Acacia Swimwear, designed by a childhood friend from Maui.

The reason why this new brand got my attention is a simple ad trick: book your campaign where you want to be seen and sold. The Hamptons Magazine (the Peter Max issue June 27 - July 3) was the perfect choice. The summer had just started, people were eager to drink a sip of a nice rose and party with friends at the beach.

The tricky part in people magazines like this is to get awareness. Everybody that is been featured in those magazines needs attention and they do everything to get it. Every party guest is looking unbelievably sexy, landscaping is perfect and the catering is not from this planet…IMRIE just used exactly this surrounding in a perfect way: a throwback! Look at the ad, shot by photographer and brother Max Imrie:

The ad is placed next to the coverage of one the most important kickoff parties of the early summer ('Gotham and Hamptons summer kickoff') with more then just one good looking couple! IMRIE choose an image of a girl, young and innocent, with a killer smile and with a 70ties style to it. The ad doesn't compete with the perfect celebrity world - it ads something to it!

The smile is pure joy, the colors are pure nature and I would like to join her on this boat in a second…if that is not possible, please please let me buy this bathing suit!

IMRIE - Mission accomplished!

Btw if you haven't recognized her: the girl is Lola. The three sisters model for their own brand in the most natural way I have ever seen.

If you want to get to know this incredible family a little bit better and get a feeling for their values and designs, have a look at this awesome 'behind-the-fanily-scen' movie from Max or go to their Facebook page!

Internationally national or nationally international?

I am very, very sorry that this post - even though the headline kind of triggered it - is not about the World Cup. It should be, since all of my extended family members can barely sit down during a game and are so enthusiastic about each and every little detail.

Although the last game…against Brazil…I truly feel very sorry!
That was not meant to be….

But now back to something that I am carrying in my heart as deep as the love for 'Fussball': brand positioning and marketing strategies.

There are brands well known in the Western World, some are just known in Asia, some are recognized and bought internationally and some are only known by connoisseurs. So, the world of marketing is diverse and difficult - the needs, customs, traditions, … all is different in every part of the world. Especially when it comes to ad campaigns - the world looks different!

ALL brands advertise with their target audience in mind, but of course ALL of them want to grow and reach more customers with their campaigns. So you have to think outside the box…and that means thinking outside your target group. Therefor they ALL need to 'speak' the international language of advertising.

One brand that I grew up with is very well known in Europe. Founded 1967 in Stockholm, Sweden: Marc O'Polo
Now (since 1968) based near Munich, Germany. They started with a unisex sweatshirts line in 25 different colors, but soon broadened their product line. The company made 404 million EUR profit in 2011/2012 with clothing for men, women, kids and with accessories like eye-wear, fragrance, shoes and home decor. A very nice successful story...


But back to their advertising strategy - don't stay local go global!

They realized this with one of my film heroes I got introduced to by my husband years ago…Jeff Bridges! The coolest guy on earth (if you know the movie 'The big Lebowsky')!
This Munich based company…really?!?!?! Yes, had the guts to commit him to this campaign. Who knew if it will work? Who knew if people outside Europe will be attracted by this (because honestly, the consumers 'at home' in Europe will buy into this celeb' idea anyway, but new international customers?)?

It worked...

Now, they are fully investing in this idea:

Someone, even closer to my heart - since strong women are unbelievably sexy, confident and good looking - was 'committed' by Marc O'Polo: Uma Thurman…what a coup!

Isn't it nice to dream big and think out side the box!?!

Make it personal

I am so sorry to be a little out of touch…there are several reasons for it:

First an for all, we are on the move - yes, again! Some friends already asked if it make sense to save our new address for the obligatory christmas card - yes, PLEASE !

Reason #2 for being out of touch is: thanks to very generous friends, we were able to survive once again the hassle of moving by staying in Paradise, Super Paradise! And as you can imagine, writing and focussing next to a pool and a cool rosé in hand is nearly impossible.

Last but not least…after a week in limbo we arrived at our 'final' destination and as you can imagine: so many things to do in so little time. Where we moved and what my family is up to...later in more detail when it's all done ;-)

Nevertheless, when somethings crosses my way that is worth blogging about…I have to!!!

I started this post next to this gorgeous designed pool with the Gotham magazine on my lap because I saw something that always mattered to me while actively working in the international marketing world for luxury brands - BRAND PERSONALITIES!

Advertise with the people behind the brand, who design and manufacture the product and then load the image you want to create up with emotions and stories behind the face…this is smart and priceless.

Restoration Hardware did this in a very smart and sophisticated way. They had Will Wick, a San Francisco based designer and art dealer, dad of four, sit down with his Aero Rivet Dining Table and Teardrop Glass Filament Chandelier for an ad.

His body language is so self-confident, that you first look into his hypnotizing eyes before realizing which product is actually advertised. It is not about the brand at first. He even leans towards you and not towards his design, so that you are drawn into the ad immediately. At that point I was already curious to find out more about Will and what the story is behind the cooperation between those two brands.

I always was a big admirer of all the Restoration Hardware products. A very good longtime friend of my husband introduced us to the brand when we visited him in his new apartment on the Upper West Side of Manhattan. At that time we still lived in Germany and it was impossible to have those furnitures shipped for a reasonable price. But once we moved back to New York, the first 'thing' (I am reluctant to call it a thing…), the first furniture we ordered was a beautiful couch from the Cambridge collection.  I have to admit, that one of the pieces that made us feel homy immediately at our new place this time was this couch - we still love it.

Will usually spends his time outfitting other people's homes and businesses. But he also opened up a retail-oriented shop in San Francisco were he sells pieces and furnitures from around the world. Battersea is a place were you can find inspiration and everything from a cast-iron table to a African tribal hat. "I like to give antiques a more contemporary look". This statement from Will is for me the best proof why Restoration Hardware and Will Wick are a perfect fit.

Next up for Will is a furniture collection he has been working on for a while now. It is going to be one of a kind, bespoke and sexy pieces for his clients. "It is affordable so clubs can order say 12 of these sofas and not break the bank. It also safes them from buying vintage ones that fall apart." Smart man.

And now to make it even more personal…can you guess where we moved to?