In My Look, My Ego, My Brand, Ruth LaPerla looks at how stylish, self-promoting fashion bloggers are attracting lucrative product endorsement, TV and other contracts. (Andy Torres, shown here, blogs at Style Scrapbook.) Image is a big part of it. So is the content they create. Their blogs attract large online audiences who are both peers and consumers – the kind hotly sought after by fashion labels. Their personal style results in a front-row presence at prestigious fashion shows, where they are flanked by celebrities and fashion industry royalty whose own career rise often took decades. (more…)
Managing your image.
Enhancing your influence.
Archive for the ‘Branding’ Category
Everyone seems to agree that Coca-Cola’s new television spots addressing obesity are a response to the increasing negative attention that the beverage industry has received from initiatives like New York’s restrictions on sugary drinks. When it comes to the question of whether that campaign is an effective or appropriate strategy for the world’s most valuable brand, however, it’s harder to find consensus. (more…)
Apple’s first-quarter profit of $13.1 billion wasn’t good enough for investors, who sent the company’s stock down 11 percent on Thursday. While the view that the company’s years of rapid growth are leveling off was certainly a major factor in that reaction, a look at public perception and the state of Apple’s singular reputation can give us a more nuanced portrait of the company as it enters 2013. (more…)