Net A Porter, now there’s a brand that gets trust. Image courtesy of
How many companies can get thousands and thousands of people to pay £7.50 to immerse themselves in the brand’s experience for a day even when it pours with rain. This brand goes from genius to utter genius.
The definition of irony. A British Red Cross ambulance paid for by the workers of the Bristol cigarette manufacturers WD & HO Wills 1914-18. Image courtesy of brizzle born and bred.
As a life long non-smoker and rabid anti-smoker, no one has appreciated and enjoyed the progressive decline in smokers’ freedoms than me.
Image courtesy of Hans van Reenen
A while ago I introduced the idea of brand ecosystems. These are a group of mutually reinforcing brands, usually from different sectors that co-exist and often co-operate with a high likelihood that a customer of one part of the ecosystem will become a customer of the rest of its members.
Well I have been thinking about this a little more recently.
We were on the same bill (well they were on the main stage and we were in the studio) as some real giants of the media world – Will Gompertz (who heads up Tate Media), Emily Bell (the genius behind the Guardian’s mastery of the world of online journalism) and the legendary Stephen Berlin Johnson (he of ‘The Ghost Map’ and ‘Everything Bad is Good for You’ fame).
I was scared of messing up so I made some notes about the subjects we were due to cover and I thought I’d post them. They are a bit scrappy but if you are interested you will get the general drift.
The marketing community are often accused of being rather over enthusiastic about Innocent – harbouring feelings about it that aren’t perhaps shared by the wider world.
Indeed you would have been hard pressed to find people out side the North London media community at this summer’s Innocent Village Fete, I even spotted James Murdoch there.
All the usual stuff applies about how lovely Innocent are (too lovely perhaps?) but what interested me was the brand ecosystem that Innocent is nurturing around themselves. Not least, because I have talked about many of the companies in this ecosystem in the posts on Dynamic Micro Brands.