
Each year we are confronted with the question: what’s my new year’s resolution? Some of us go for the “typical promises” such as losing weight, stop smoking, make more friends (sad but true), etc. Some of us go deeper inside ourselves and try searching for the meaning of our current existence. Is this what I really want out of life? If not, how can I get out of this situation? Get a new job? Move to another country? Start a new life? And the list goes on and on. Basically, we are all looking for some ways to improve the quality of our lives.
What’s that got to do with brands you might ask? Well, in a way brand is like a person. It is constantly struggling to find its place among society through its personality and uniqueness. Each brand is fighting to gain recognition. The one who can adapt, evolve and stay true to its identity usually wins (on top of extensive market research of course).
One weekend I was flipping through Dazed & Confused and my eyes were caught by a special fashion spread and article on Burberry Prorsum. No, it wasn’t the clothes or the quirky-looking model that particularly interested me (although I have to admit both of them look quite stunning), rather, it was the interview with Christopher Bailey, Burberry’s Creative Director who is the brain behind rejuvenating the British traditional label.
According to the interview, Burberry is a British icon that has been around for 151 years! Yet today it remains relevant and even at the forefront of the fashion industry. You may notice in recent years, Burberry colours, the Novacheck (black, tan, white, and red check) have been associated with chav culture, and have been replicated illegally countless times in order to feed mass appetite for the prestige associated to Burberry. By reinventing the brand and combining it with its trademark heritage, the stigma has now been successfully detached from Burberry thanks to the creative mind of Christopher Bailey.
As brilliant as Christopher Bailey must have been, I am sure there is a strong team behind him who is working hard to make the brand transition successful as subtle as possible, and I am convinced one part of that is the PR team. I am not saying that public relations alone can create a brand without the help of its other counterparts which are marketing and advertising, but it would also be a blunder to undermine the power of public relations as an integral part of the branding process.
As Michael Levine stated in his book A Branded World, “Removing public relations from the branding overview would be an extremely serious mistake. Because the public finds information it receives from the news media to be the most credible of all the messages it receives publicly. Public relations serves an absolutely indispensable purpose in branding, it provides information about the brand to the public, without the stigma of being from the source itself.”
Well, for a super brand such as Burberry of course it would need efforts from all kinds of discipline to rejuvenate its image and gain the recognition it desires.
But what about us mediocre people who want to rejuvenate ourselves and keep up with the changes? Obviously we don’t need a sophisticated team behind us to do the magic, but maybe we can look at Burberry as inspiration of how it is able to make a comeback by reinventing itself but not forgetting its roots.
So, how would you like to reinvent yourself for 2008?