Anna Wintour Quote

Source: Web Article

URL: http://landor.com/#!/talk/articles-publications/articles/what-your-brand-can-learn-from-anna-wintour/

Title: What your brand can learn from Anna Wintour

Author: Landor

Year: 2012

References: 

“Anna Wintour biography,” Bio, biography.com/people/anna-wintour-214147?page=1 (accessed 2 August 2012).

“Anna Wintour, Behind the Shades,” CBS News (17 May 2009),cbsnews.com/2100-18560_162-6521340.html (accessed 2 August 2012).

“US Vogue is magazine of the year,” The Telegraph (6 October 2011),fashion.telegraph.co.uk/article/TMG8811407/US-Vogue-is-magazine-of-the-year.html (accessed 2 August 2012).

“Coco Chanel,” British Vogue, vogue.co.uk/spy/celebrity-photos/2009/07/17/coco-chanel-quotes-and-photos/gallery#/image/4 (accessed 2 August 2012).

Quote
"Innovate but stay true to your identity: Wintour has a flair for the unconventional—she spearheaded the “high-low” fashion trend now commonplace in the industry. Her very firstVogue cover featured a young model wearing a $10,000 jewel-encrusted T-shirt paired with a $50 pair of jeans. The mixing of high with low was born.^1"

"If Wintour didn’t coin the phrase “employee brand engagement,” she should have. Employees understand and execute the Vogue culture perfectly, from what they wear to where they party. This culture, directly dictated by Wintour herself, establishes working atVogue as a way of life rather than merely a job."


Analysis

The way Anna Wintour has "branded" American Vogue can be executed to work in the branding of any product/service. In the fashion industry a clear vision for a brand is key to creating a identity that distinguishes a company from the competition. It represents what they stand for. However as the fashion industry is ever changing and trend dictated, creating a brand that is flexible enough to move with the times yet maintain their image is essential.

Establishing this ideal that "working at Vogue (is) a way of life rather than merely a job" is due to Anna Wintour's effective use of branding. A brand is an ideal. The product is seen as the gateway to achieving this ideal lifestyle. Wintour represents her brand in every aspect of Vogue. Employees represent the brand and must understand the core values they are representing.

7

Source: Video

Title: Mulberry Spring Summer 2014 Interviews

URL: https://www.youtube.com/watch?v=BlrZHBnLLTg

Year: 2013

Quotes

Mark Holgate - Vogue

“I think it’s very rare that you get a combination of Englishness, fun and luxury...those to me are the three things that unite Mulberry.”

Paula Reed - Harvey Nichols

“English to the core, and yet it’s a very global brand as well. They’ve managed to market that Britishness in a very modern way.”

Potential Question

Key Aspects
Graphic Design
Fashion
Brands
Short term and long term goals

How is graphic design used in fashion to create an iconic yet off the moment brand.

In an industry of ever changing trends, how can graphic design be used in fashion to create a brand that stands the test of time.

How can graphic design be used in fashion to communicate a brand's core values. In a trend dominated industry can a brand be both "of the moment" and timeless?

6

Source: Book

Title: No Logo

Surname: Klein

Initial: N
Page: 24

Year: 2000

Publisher: Flamingo

ISBN 0 00 255919 6

Quote

"Tommy Hilfiger, meanwhile, is less in the buisness of manufacturing clothes thn he is in the business of signing his name. the company is run entirely through licensing agreements, with Hilfiger commissioning all its products from a group of other companies. What does Tommy Hilfiger manufacture? Nothing at all."

Analysis

An example of how powerful a brands reputation can be. Tommy Hilfiger is famous as a name rather than for its designs. Although this can be commercially successful for a company, using graphic design to highlight the actual design of a product/service is better in the long run. Tommy Hilfiger have created a brand based on a name people want to be seen with. 

5

Source: Website

Web Address: http://www.mulberry.com/journal/mulberry-wedgwood/

Year: 2013

Quote

“As an English luxury brand we enjoy a proper cup of tea. And so, to invite guests to our London Fashion Week show this Sunday, we sent miniature teacups and saucers created by iconic English tableware and lifestyle brand Wedgwood.

The invitation tells the first part of the Spring Summer 2014 story. The miniature Wedgwood cup and saucer are held inside a box embossed with a traditional stately home: the first glimpse of the catwalk theme…

The bespoke ‘dolls house’ teacup and saucer are based on the iconic Wedgwood Jasperware in traditional Jasperware colours, which also beautifully reflect many of the seasonal tones from the Spring Summer 2014 collection. Our show guests will receive one of five colourways, charmingly contrasted against a backdrop in a different seasonal shade."

Analysis

Mulberry is the quintessential English brand. They are known for their classic designs that have a modern and playful edge. This is reflected every aspect of their branding/identity. Their SS14 London Fashion Week invite involved a collaboration with Wedgwood. Creating a teacup and saucer customised with the Mulberry stamp, Mulberry have maintained their image as a traditionally English yet of the the moment brand. The teacup acts as a reminder of the heritage Mulberry has. Like Mulberry, tea is an iconic image of Britain and presenting their invites as miniature teacups is fun and playful, a trait also associated with the brand.

4

Source: Book

Title: No Logo

Surname: Klein

Initial: N
Page: 23

Year: 2000

Publisher: Flamingo

ISBN 0 00 255919 6

Quote

"The famous late graphic designer Tibor Kalman summed up the shifting role of the brand this way: “The original notion of the brand was quality, but now the brand is a stylistic badge of courage.”

The idea of selling the couragous message of a brand, as opposed to a product, intoxiated these CEOs, providing as it did an opportunity for seemingly limitless expansion. After all a brand was not a product, it was anything!

...nobody embraced branding theory with more evangelical zeal than Richard Branson...

Branson refers derisively to the “stilted Anglo-Saxon view of consumers”, which holds that a name should be associated with a product like sneakers or soft drinks, and opts instead for “the Asian trick” of the keiretsus (a Japanese term meaning a network of linked corporations). The idea, he explains, is to “build brands not around products but around reputation.” 

Analysis

3

Source: Book

Title: No Logo

Surname: Klein

Initial: N
Page: 23

Year: 2000

Publisher: Flamingo

ISBN 0 00 255919 6

Quote

"Reports of such “brand vision” epiphanies began surfacing from all corners. “Polaroid’s problem,” diagnosed the chairman of its advertising agency, “was that they kept thinking of themselves as a camera. But the “(brand) vision” process taught us something: Polaroid is not a camera - it’s a social lubricant.” IBM isn’t selling computers, it’s selling business “solutions.” Swatch is not about watches, it is about the idea of time."

Analysis

Over time, companies began to realise how a brand could be put forward as an ideal rather than just the product itself. By associating a product/service with a specific attribute that a consumer can “attain”, the product/service is seen as the solution to this desire.

2

Source: Book

Title: No Logo

Surname: Klein

Initial: N
Page: 23

Year: 2000

Publisher: Flamingo

ISBN 0 00 255919 6

Quote

"In this high stakes now context, the cutting edge ad agencies no longer sold companies individual campaigns but on their ability to act as “brand stewards”: identifying, articulating and protecting the corporate soul. 

By 1997, corporate advertising, defined as “ads that position a corporation, its values, its personality and character” were up 18 percent from the year before."

Analysis

This illustrates how the way graphic design changed in terms of handling clients. With branding becoming an iconic part of any successful product, agencies began creating work to establish brand identities that could stand the test of time. Graphic design/advertising became about maintaining a brand's core identity rather than creating one off campaigns.

Advertising became about defining a company's values and what they stood for, implying their product/service would also live up to these expectations. This shows the true power a brand can have over the consumer. Consumers prefer to buy into a brand they are familiar with, if a brand has a well established association with a specific value, for example quality, a consumer will be far more inclined to choose them. Graphic design plays an important part in this choice. By effectively creating and communicating the ideal lifestyle a consumer can relate to/wants to be part of, the product/service itself becomes the key to attaining this.

1

Source: Book

Title: No Logo

Surname: Klein

Initial: N
Page: 5

Year: 2000

Publisher: Flamingo

ISBN 0 00 255919 6

Quote

"Think of the brand as the core meaning of the modern corporation, and of the advertisement as one vehicle used to convey that meaning to the world."

Analysis

A brand is what a product/service stands for. A brand is used to “sell” a given product/service. It can be used to convey a lifestyle associated with the purchase of the product/service. Advertising is the link between the brand and the consumer. It communicates the core meaning and value of the brand.