This is a little story of some coffee conversation that turned into a mild condemnation leading into a possible recommendation. Historically, the last time this happened was when some frantic AD pollster person, we knew where her bread was buttered, called quite upset about this new thing called TIVO—an end to advertising most assuredly. I told her it meant nothing to the whole and her job was safe. She was aghast. I elected not to explain. Have we heard that TIVO is now selling air time? Anyhow…
As DKNY became a premier brand it appeared that the fashion world would succumb to 'initial mania'. Acknowledging that this arena is a major copy-catting theater,
Xxx Xxx
Vice President Marketing
Xxx Xxx, Inc.
Address
New York, NY
RE: Marketing/Branding Blunder per Chance
Dear Xxx:
Having been a fan of
Some parties in your company have decided to do a mid-course branding change with the “XXX” logo. Not many companies have survived something like this for more than 3-5 years. We, here, feel it is a pretty good mistake
For multiple marketing/branding reasons, which we shall not go into here, we feel it carries poorly.
Secondly, let’s vocalize your creation:
X … X … I …; XX … I …; XXXXXX …; Xxxxxxx…
We tried it here and the results were purely accidental. We looked at each other and, well, our comments were not flattering. Perhaps you might want to undo before the change does get more permanent.
“
Best regards,
Etc.
Interestingly enough the sub-brand, new brand, whatever, disappeared for some time. We were unsure of the fate of the branding wizard who pushed the “Initialaria”. We were tickled to read in Crain’s New York Business,
“
‘Cataloger
Sultry models stare out from the pages of the Spring 2003 issue, posing and pouting in weathered denim and sexy suits. Tucked in among the trendy fashions, chatty blurbs tell readers how to mix and match the season’s hottest looks.
But this isn’t an issue of InStyle or Lucky—successful women’s magazines that translate fashion into easy-to-understand features. It’s the new look of Xxxx Xxx, Inc., a catalogue company that has quietly built a $xxx million business selling its own brand of inexpensive womenswear.
The Manhattan-based division of Yyyyy Inc. is taking inspiration from its glamorous cousins and morphing into a magalog.
Designed like a fashion magazine …. There’s even an editor-in-chief letter from Xxx Xxx President Xxxx Xxxxxx explaining the changes. …
In her
Against this backdrop Ms. Xxxxxxx has focused on shoppers who earn more money and have stronger credit profiles. [New target (from the mean age of 42) is from 20 to 50.] etc., etc.
Suffice it to say they did well with their classier, “Xxxxxxier” launch. Occasionally XXX graces a page or three. Just another coincidence? Curiously, without minding them any further I did catch a catalogue or two the other day. Curiouser and curiouser, they seem to have brought in some new paradigms or people. The clothes appeared to lack much functionality and studying them more closely I cannot recall seeing much of that on the street. Perhaps their target audience is different now. We had some fun with the project and supported a company our crew liked.
Bon chance,
Mon Ami
Different staff, different associates, different …………….