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Do Music Celebrity Endorsements Really Help Brands? - hypebot

Do Music Celebrity Endorsements Really Help Brands? - hypebot | global brand |

By Liv Buli (@lbuli), Resident Data Journalist for music analytics company Next Big Sound. 

Brands are getting social with a soundtrack.


Building an online community has increasingly become a key focus for brands, in tandem with the world of social media growing in importance. These platforms are a veritable goldmine of opportunity for brands from L’Oreal to Lego, Dominos to Dell in reaching and establishing loyalty with consumers. Digital strategies vary from brand to brand, even from campaign to campaign within a brand, as marketers are looking to find the key to building their social reputation and presence. But how does music move the needle in all this?


Music has long been a factor in brand marketing, with celebrity endorsements and associations viewed as a mutually beneficial relationship. The formula is simple - we pay you money, you make your fans want to consume our product. Now major brands like American Express hosts sponsored live-streamed concerts, Diet Coke shares a behind-the-scenes of Taylor Swift’s commercial shoot on YouTube, Blackberry brings Alicia Keys on board as their global creative director. Measuring the impact this has for the brand is notoriously difficult, but looking at the social impact these partnerships have on the brand, the numbers indicate that brands do indeed benefit from these partnerships, in that their social reach increases.

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Apple's iPhone5S sold out within minutes in UK! - Sci/Tech - dna

Apple's iPhone5S sold out within minutes in UK! - Sci/Tech -  dna | global brand |
The sell-out was so rapid that some furious Apple fans had to leave home empty-handed. - Sci/Tech dna

Via John Rudkin
John Rudkin's curator insight, September 22, 2013 8:01 AM

What was the issue?  Can you put your finger on it?

iPhonefixed's curator insight, September 22, 2013 8:38 AM

Get there quick!

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What I've learned from my page - The Fashion War

What I've learned from my page - The Fashion War | global brand |

Via Amelia
Amelia's curator insight, May 31, 2013 11:39 AM

I’ve been using since April 2013 and I must say that it’s been a lot of fun and very powerful to keep me (and others) updated about any latest news or any new information. My topic is about fashion business. I chose this topic because it is the one I am passionate about and I would like to pursue for my future career. It has been my dream to create my own clothing brand and make it global since ever. Through my page, I was able to get a lot of ideas from the leaders in the fashion business, such as H&M, Uniqlo, GAP, TopShop, Inditex with its Zara, Bershka and Pull&Bear, etc. 

To keep being in track, I just focus on three companies which are considered as the fashion industry heavyweights: Uniqlo, Inditex with its Zara, and H&M. These international market leaders have taken dramatically different paths from the status quo and from one another. I realized that there are too many resources that talk about fashion business, so, here I chose some sources with high credibility such as from The Business of Fashion (, Forbes Magazine and Bloomberg Businessweek article.


One of my most favorite is the article written by Greg Petro in Forbes called: The Future of Fashion Retailing (Uniqlo vs Zara vs H&M). I curated this article (there are 3 parts) on April 27, April 29, and May 1, 2013. Not only in technology industry, now fashion industry is also facing a great war, a war to attract as many customers as possible.


By now, Inditex with its Zara is the world’s largest fashion retailer. H&M comes second and Uniqlo is still growing unpredictably to chase its major rivals. Three of them pursued different strategy and tactics which help them to become the world’s fashion leader.


Uniqlo focuses on product quality and long lasting relationship throughout the whole pipeline. While other apparel companies focus on following the latest fashion trends, Uniqlo distinguish itself as avoiding trendy fashion and building a supply chain to deliver technology-based, differentiated products, which appeal to masses. 

Zara, on the other hand has an opposite end of strategy spectrum from Uniqlo. The Spanish based company has built its strategy around fashion latest trend, customer trends, and embracing fast-fashion strategy where it delivers new products twice each week. To do this successfully, Zara has developed a highly responsive supply chain that enables quick delivery of new design and style as soon as trend emerges.

Last but not least, H&M has an approach that is a hybrid of the Uniqlo and Zara models. It manages to merge a commitment to longevity (the one that Uniqlo focuses on) while staying responsive to fashion trends (fast-fashion that Zara excels in). From the curation, I am also able to know that H&M has been very aggressive and intensive in advertising. In contrast, Zara almost did no advertising. Uniqlo is in the middle, not as intensive as H&M, but much more than Zara.

I was able to know that information through every page that I scooped. It has been an incredibly helpful tool to help me know better about fashion business. I felt much more confident about fashion business after started using helps me prepare for my future. Learning the key success from the key leaders in fashion business should be a very wise way before entering the real business life. Now I can know which strategy is pursued, how they target their market, how they attend to social responsibility, and how they survived in the competition. In Uniqlo’s cases, getting customer preferences right is important due to its lengthy development cycles and long term commitments to materials and products. For Zara, reacting to customer needs is a core component of its competitive advantage. And H&M, is well known for its focus on researching and predicting emerging trends. 

Each company has different approach and strategy but they do one thing in common: regardless of approach, each of them put emphasis on customer’s value, wants, need, and demand. 

I also learned about the ethical in fashion business through the TEDTalk Video that I curated. (dated May 5, 2013). It is a shocking truth for me where in reality there is an absence of copyright protection in fashion industry. It is because that the courts decided long ago that apparel is too utilitarian to qualify for copyright protection.  Not only that, I also gain some fashion inspiration from some articles and video, For example about clothes that made from milk (Youtube video, dated June 3, 2013).

I learned many things from this powerful tool. I can also communicate with other people who have similar interest with me. It is a very great tool to learn and sharing information. Generally, we can learn in 2 ways: learning by ourselves by curating important page and/or learn from other people’s page.

Jeannie Yoo's comment, June 4, 2013 5:24 AM
Amelia! I'm so glad that I can learn through your pages. You seem very passionate on this topic lol Since Zara or Uniqlo is near by my house, I can easily approach to there ;) thank you for great information!
Amelia's comment, June 5, 2013 2:22 AM
Thank you Jeannie for your comment.. ^^