We are there. We’re not seeing those platforms sell to us in a way that’s meaningful.
- L’Oreal’s Rachel Weiss on Pinterest, Facebook, Tumblr, and Foursquare
Platforms HAVE to strengthen advertiser tools.
A brand’s identity should not only be defined statically or dynamically, but also iteratively through successive releases and behaviorally through interactions…Brands are temporal—their past, present, and future is available in one URL. This kind of interface demands iterative management…By using patterns, we place the brand in something, rather an on it.
When you hear some marketers talk about Apple, you hear about emotive benefits associated with the brand: the cool design aesthetic, the imagery in the advertising, and the sense of community evoked by seeing people you respect with Apple products. This glosses over the product’s most important trait: functionality. Using an Apple product feels so natural, so intuitive, so transparent, that sometimes, even people paid to know what makes products great completely miss the cause of their addiction to Apple products. It’s the natural, intuitive transparency of the technology. The superlative product experience comes from an unusual combination of human and technical understanding, and it creates the foundation of all the other positive aspects of the brand.
One of the things that is unique about Estée Lauder is the way it has an integrated approach to social and word of mouth. ‘You need to realize that this isn’t something you need to quarantine to your website. You need to roll it out to your stores and print promotions, to help support shopping decisions, and then measure the impact through the entire value chain.’