What Makes a Go-To Production Company?

June 16 2018
Calling all production companies, producers, CGI companies and animators! 

We are happy to announce that Beth will be speaking on behalf of the savvy Advertising Producers Association (APA) in London. The highly informative Marketing Now event takes place on Thursday, June 28, 2018, from 9:00-11:00am at the Picturehouse Central in Piccadilly. Beth will be the first speaker at 9:00, talking about “What Makes a Go-To Production Company” at this APA members-only event. 

She will share her expertise as to what makes a go-to production company or animator? Why should clients choose to collaborate with you to bring their brands to life? How do you define, create and maintain a clear brand voice that connects to your audiences, regardless of what part of the market you are in? In this primer on essential core branding, Beth will answer these questions and help the audience discover how to excavate, analyze, communicate and operate as a powerhouse brand.

For more information and to register, please contact APA

See you there!

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Aerie, American Eagle, and the Building of a Retail Brand

October 01 2013

How many of you know about or shop at Aerie, a growing intimates brand established by American Eagle? Their demographic is for girls aged fifteen–twenty-five. Since the line was launched in 2006, it has only gained in popularity. However, right now, they are functioning more like a sub-brand, rather than as the sister- brand they want to be.


via ae.com/blog

The majority of Aerie’s current departments are situated inside larger American Eagle stores, but there is a definite difference in vibe between the two. Aerie is set up to function more of a store within a store, much like you would find DKNY or Ralph Lauren at Bloomingdales. Aerie has their own female sales staff. The atmosphere is brighter, lighter, and almost ethereal, while American Eagle is darker and more masculine – more about an All-American, casual, worn vibe. American Eagle’s merchandise, advertising, store design and marketing communicate a broad sense of vintage authenticity, even though the brand was born in 1977. On the other hand, Aerie projects a voice that is new and youthful. The brand is not rooted in Dad’s old memorabilia. Aerie’s wants to make girls feel pretty inside and out. They are the “girl-next-door” of intimates, and they aspire to be in every girl’s closet.

Aerie has definitely benefitted from being under American Eagle’s roof and brand umbrella. Being situated both physically and digitally in the American Eagle retail experience has helped bring them traffic and brand awareness. However, they have cultivated a different kind of aesthetic, both in their products and retail presence, one that differentiates from their parent brand. They have the potential to be a big competitor in intimates, but to do so, they need to continue to expand beyond such a close consumer alliance with American Eagle and add more stand-alone stores. If not, they will be forever overshadowed—a sub-brand, not a sister brand. It is definitely time for them to move out of their parent’s house.

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