Let’s get real
Real value refers to how much it costs to produce a product,
how useful it is to the buyer and how much its
individual components have.
• Generally easy to measure
• Costs of labor, materials shipping, marketing, product
Perceived value is a more abstract measurement that
represents how much customers feel a product is worth. How
much money was fetched for Michael Jackson’s shoes during
the Christie’s Auction?
• Harder to determine
• Scarcity (including artiﬁcial scarcity)
How do you market this white T-shirt?
Here Are Three Great Tips
Liz Lang Spills
Two stores may sell similar
dresses that cost the same
amount to produce, giving
them identical real values.
However, one dress will likely
have a higher perceived value if
its designer has a reputation
for extraordinary design and if
the dress was featured in a full
page spread of Vogue and
spotted on the red carpet
adorned by Rachel Zoe.
Billboard (Out of Home)
Point of Sale/In-store
TV & Social Integration
TV & Ecommerce Integration
Plus everything from
What is it?
A brand persona is a collection of personality traits, attitudes
and values that your brand emulates on a regular basis to help
connect with a certain audience segment. It can be a person,
character, mascot or idea.
The easiest way to create a personality for your company is to
envision the type of person you think would be most interested
in our products and services, and create messaging for them.
These people all what to buy a white T-shirt.
But they all do not what to hear the same thing.
Demographics lie. Psychographics are trending.
Tell me I’m hot.
Tell me that your t shirt
is 100% cotton.
Tell me that i can pass as
a NoLIb Hipster
Who is my target market/s?
What do they think now?
What do I want them to think?
What promise, incentive or offer can I make
to get them to think that way?
What is my competition doing to reach them?
What is my #1 key differentiator?
How will I measure success year one and beyond?
A ton of money is
spent on research.
Brand research is a critical component of business success
for two reasons. First, it provides a business with hard data to
make effective decisions. Second, it gives a business deep insight
into consumers' minds, because let's face it, consumers don't
always act the way they say they will..
What is it?
A brand`s positioning is the place in the consumers mind
that you want your brand to own. It is the beneﬁt you want
your consumer to perceive when they think of your brand.
A strong brand position means that the brand has a unique,
credible and sustainable position in the mind of the consumer.
A brand’s positioning usually results in a tagline.
And that tagline is drilled into
our heads over and over again.
on multiple platforms in multiple ways.
You will tire of your tagline way
before the rest of the world.
I’m lovin’ it
Because I’m worth it
If you don’t look good, we
don’t look good
You’re not you
when you’re hungry
Don’t leave home without it
The ultimate driving machine
A diamond is forever
The best a man can get
Play. Laugh. Grow.
Maybe she’s born with it.
What is it?
The extent to which a brand is recognized by potential
customers, and is correctly associated with a particular product.
Expressed usually as a percentage of target market, brand
awareness is the primary goal of advertising in the early months
or years of a product's introduction.
Ways to do it
• Partner with other brands
• Refer a friend
• Guest blog
• Tap social inﬂuencers
• Good old fashion PR
• Be philanthropic, kind and network with intention
Here’s how other giants did it.
• How will you create optimal brand awareness among your
• How will you differentiate yourself?
• How will you cut through the noise?
• How will you keep it going?
• What’s your end game?
Dolce & Gabbana
Abercrombie & Fitch
John Galliano for Dior
The Weinstein Company
The Trump Organization
What areYOU doing right now to
monitor your brand’s reputation?
There are free and low cost options
that will help.When is the last time you did a
vanity search for yourself or your brand?
Have you set Google Alerts?
Are you tracking hashtags via Hootsuite?
Check these tools out when you have a moment.
Brand messaging refers to the underlying value proposition
conveyed and language used in your content. It's what makes
buyers relate to your brand by inspiring them, persuading
them, motivating them, and ultimately making them want to
buy your product.
What is it?
What is important to you?
You are a big part of your business, and your customers love
and value what you do.Your core values should be at the center
of your brand messaging so that they are as authentic as
It is not possible to develop a strong brand message that is the
complete opposite of who you are as a person.
KeepYour Messaging Simple It’s hard to keep up with a million
brand messages. As a business owner, you should not be trying
to think about every customer under the sun; you will not be as
sincere that way. Pick just one or two concepts to convey, so
that you can concentrate your content and make
it most effective.
Businesses need to show evidence of being alive—businesses
learn, grow and evolve just as people do and their visual
personality needs to reﬂect that.
Brand evolution allows you to stay connected with your
customer. People should be able to identify with your brand and
even take ownership of it. If your customers can’t connect with
your brand, you will not get your message across to them
effectively.To succeed at this, you must be alert and open to
David Lamer, founder of fashion tech consultancy Core Brand
Advisors, pointed to Lark & Ro and said Amazon was building
“very sharply priced product — it’s basically easy items that
people will gravitate to and search for.”
While many industry executives see Amazon as a competitor,
Lamer said the danger tied to Amazon isn’t so much that the
web giant is going to steal business from apparel companies, but
that apparel companies aren’t going to keep up.
“Amazon is a threat to the fashion industry because it’s a
technology that the fashion industry ought to be embracing in a
big way and they’re not,” he said.“Big data not something that's
going to happen in the future. It's happening right now."
Take 5 minutes and thinking about these questions.
Write down your answers and share them with everyone if you’d like.
How can you continually evolve?
As an artist?
As an entrepreneur/business person?
As a community steward/change agent?
As an emerging brand?
As a mentor and a leader?
As a future successful fashion icon.