Category Archives: Branding

Nudies

Naked Loyalty: My Nudie Jeans Brand Experience

The path to loyalty between a customer and brand is one that can either be a short walk up the road until you see the bus to reach another destination, or one which you continue walking together, getting stronger along the way and understanding more about each other and what they stand for.

My first experience with Nudie Jeans was in December 2007, when I purchased a pair of their jeans. The fit, styling and look were so good. So much so that I wore them until they wore out. I never forgot how good the jeans were, and held that experience ever since then.

Fast forward to December 2011 (4 years later, in which a World Cup and European Championship happened between that time and Spain finally came of age), and I needed to buy some jeans. In that period I went through numerous brands of jeans, from 55DSL to ASOS, which were alright but never quite met the standard set by Nudie. So I decided to purchase another pair of Nudies which have served me well up to this point.

Now what happened next was pretty much the same thing that condemned my first pair of Nudies to denim heaven – the wear and tear factor started. It was only by a chance trip to Oxford Circus that I came across a Nudie store, but this was not just another retail outlet. It was only when I looked through the doorway that I saw a lady sat down at a sewing machine working away, keeping her eye focused like a surgeon doing delicate work on their patient. I walked into the operating theatre  shop and conversed,

Me: ‘Do you do repairs to jeans here?’

Surgeon Lady: ‘Yes we do, but for Nudie jeans only’

Me: ‘Really? How much do you charge for repairs?’

Lady: ‘They’re free of charge’

Me (stroking chin and nodding head appreciatively): ‘Really?’

Lady: ‘Yes. Just pop in with your jeans and we can repair them for you.’

Upon this discovery, I realised that I can not only restore my jeans back to their former glory, but also feel confident in the knowledge that purchasing a future pair of jeans from here is ‘guaranteed’ from damage caused by wear and tear. It felt like the warranty that you get when purchasing expensive electronics or a brand new car, but for denim? This is a whole new concept. So today, I brought in my damaged denim, left my contact details with the shop assistant and now await my newly restored jeans.

Now I’m sure you’re thinking, ‘Is this some sort of advertorial or some sort of sales pitch?’

No.

This is me expressing how a little thoughtfulness and understanding from a brand and the way that they deliver their after sales service can go a long way in developing loyalty and create stories from the whole experience. From Nudie creating quality denim to offering a repairs and adjustment service to add value to my purchase, they have gained a lifelong customer who will spread the word about the Nudie experience without being paid to do so.

Nudie Repair

My repair note.

If you own a pair of Nudie jeans that need repairing, or want to purchase a pair, pop down to their repair store.

This is a journey where the walk doesn’t seem so tiring because of the understanding we have built up along the way.

UPDATE: 3rd July

I got my jeans back and they are repaired. Thanks Nudie. 🙂

image

Share your thoughts with me at @ChuxOnye on Twitter.

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Google Glass

The Wonderful World Of Wearable Tech

The way that technology is now a part of our daily lives is extraordinary. Who would have thought that you could have a map, a GPS tracker, pedometer and a telephone in the palm of my hand today?

The race for manufacturers to create devices that we can wear is becoming more prominent in our daily lives. When Nike teamed up with Apple 7 years ago with the Nike+ system to keep track of runs, it helped the sportswear giant develop a greater connection with their customers (pun intended) by creating products that utilised this system. It also helped Apple to tap into Nike’s market though their synergistic ties, developing apps and hardware that enabled owners to track their runs, map routes and sync their music with their workouts.

Nike further extended their adventures in technology by releasing the FuelBand and setting up the Accelerator program in 2012, aimed at leveraging their technology through their API and SDK for Nike+.

The widely reported, Kickstarter-backed Pebble watch project is another wearable device that enables you to operate certain functions of your smartphone without reaching into your pocket. The device also enables developers to create applications for the watch, ranging from fitness to…

Google are planning to gain a foothold through the creation of Google Glass, an augmented reality device worn as a pair of glasses that displays information to the user in a similar format to a smartphone, operating via voice-activated commands.

Such a device offers many application and product collaboration opportunities for Google. By marrying technology and fashion through Glass, manufacturers can create products with aesthetic appeal that target a new customer demographic, or adapt their current range of products to accommodate Glass, thus extending the lifecycle of eyewear products in developed markets.

Privacy issues?

Despite the potential possibilities that Google Glass presents, there may be some drawbacks regarding Glass’ functionality, most notably the privacy issue. The trade-off with ‘free’ internet services such as Google, Twitter and Facebook is that your input (personal data) becomes a commodity that such services use to generate advertising revenue through the creation of targeted, personalised ads.

Furthermore, being tracked using such products like Glass does raise personal security concerns about who has access to the data and how it is protected. A Fast Company article outlines a list of places that are likely to be resistant to the use of Glass in certain public and private places.

What does it mean for marketers?

Marketers need to consider whether wearable tech is relevant to their company activities. Architecture and design companies, outdoor adventure or athletics companies may find wearable tech products useful to their business, for instance, especially in terms of the different functions and options that such technology provides. Another consideration is whether wearable tech complements their target market. Such products could be seen by a company’s target demographic as pointless or a privacy infringement. Conversely, they could embrace the technology and see it as way of simplifying daily activities, perhaps even provide opportunities to discover new things they would not have thought about.

Either way, wearable technology is not going away any time soon, and I believe that if Google can strike the balance between protecting customer privacy and providing a purposeful product with numerous applications, they could make the world a much smaller place.

What are your views on wearable tech? Please comment below or tweet me @ChuxOnye

Top 25 Most Engaged Brands on Twitter via Nestivity

Twitter has become a key platform for brands to connect with and engage with their customers. Efforts to build a strong community can be a challenge, however these 25 brands seem to be doing something right.

Top 25 Most Engaged Brands on Twitter

Infographic courtesy of Nestivity.

So what are your thoughts on the list? Are these the top 25? Are they really effective?

Please leave your comments below or carry the discussion further with me on Twitter @ChuxOnye.

Survival Of The Fittest: 4 tools for Marketers

High Street Chains that folded

Can your business survive the High Street?

The demise of HMV, Blockbusters, Comet and Jessops in the past two months has brought sharp focus to the high street. Despite the Government’s best efforts in appointing Mary Portas to find solutions to revive the high street, it seems that this current age of technology and the internet could see further casualties for businesses. Such challenges require modern and forward-thinking solutions for businesses to survive and thrive for the future. Here are my 5 suggestions for survival:

1. Improve e-tail offering

The number of people purchasing goods and services using the internet is increasing year by year, with over 10% of total retail sales being made online during December. With e-tailing expected to grow further in the coming years, traditional bricks-and-mortar retailers should improve their online offerings. Techniques such as SEO, multi-channel marketing and branding using social media, responsive and adaptive web design for different devices and user-friendly web pages enhance the shopping experience. Additionally, using discount codes for purchases and loyalty vouchers may increase online purchases for a retailer.

2. Use alternative methods of payment

Mobile payments are becoming an increasingly common method of receiving and making payments for businesses. Services such as PayPal, iZettle and Square have add-on devices for mobile payments. These enable consumers to pay for goods and services in a fast and convenient fashion. Furthermore, NFC technology has caused an influx of payment services such as Google Wallet, Visa mobile and O2’s mobile payment service offers businesses many solutions to accept payments for now and the future.

3. Adopt ‘smarter’ methods in products for consumers

Smart products are becoming more commonplace in society. From smart readers in the home that monitor energy and power usage to sensors in vehicles that assist parking and uses intelligent lighting when driving in certain road conditions. Such innovations can be applied for food packaging, with the use of smart packaging used to detect food that has gone off to reduce wastage. Additionally, other applications for ‘smart’ food could be portion size recommendations (smart labelling) and notification alerts for when food is running out in the fridge. These methods may potentially save businesses money, by using data gathered may provide supermarkets within a particular area about the type of customers that purchase items from their stores. This enables the supermarket to use efficient stock control methods and reduces their food wastage.

4. Ask the audience

With crowd-sourced funding platforms such as Kickstarter, Indiegogo and RocketHub providing opportunities for businesses and start-ups to raise funds for their projects, this provides an excellent opportunity for businesses to innovate and experiment for new products and services. Also, crowd funding is useful as a means to gauge the viability and popularity of a project, as well as finding new and exciting products to stock for sale. Successful projects include the Pebble watch and the POP charging stand, which received significantly more pledged funds that their original target amount. Finally, using crowd-sourced funding guarantees purchases for your product or service offering provided a business follows through on their promise of producing the product purchased.

What are your thoughts on ways that businesses can survive the high street? Please comment or connect with me on Twitter @ChuxOnye and on LinkedIn.

CTM Questions to ponder for marketers #1

Being a potential marketeer, it’s important for me to continually ask questions about the world of business from a marketers’ perspective. This is something which can be challenging, but exciting, stimulating and motivating an organisation to move their brand vision into new territories or be disruptive. Who would have thought that well-known names such as Kodak or Blockbuster would fall by the wayside to new and existing entrants such as Netflix, Apple, Sony and Fuji? Anyhow, here are my questions to ponder:

1. Will Facebook be able to generate sustainable revenues from mobile?

Since Facebook has gone public this year, there has been some questions regarding their mobile strategy. Monetizing mobile for the social media giant is a challenge, especially for their advertising model and keeping the fine balance between enabling users to have a great user experience and ensuring their privacy on the platform. Other challenges come from their rivals, such as Google and Twitter who also have some traction on mobile platforms. I’m interested to see whether Facebook can find the solution for mobile, which I believe such a fragmented and personal platform in terms of the data stored on devices and the different versions and types of operating systems on mobile (Apple’s iOS, Google’s Android, BlackBerry OS, Windows Mobile OS).

2. Does big data for governments and NGOs lie in the hands of brands?

After Felix Baumgartner freejumped his way into the Guinness record books about two weeks ago, I had an interesting discussion with a friend about the event and how what can be learnt from a marketing perspective. A great piece about the Red Bull Stratos project from Nicola Kemp highlights some valuable lessons that marketers can learn from the event, but looking beyond that, my friend and I looked at an area which is also playing a significant role within modern marketing – data. With Virgin exploring the possibility of space travel being as commonplace as regular flights on earth, the amounts of data that can be generated from such ventures may prove valuable for governments looking to extract and interpret data that may prove useful for years to come. Red Bull’s Stratos Project demonstrated how to push the limits of the human body and raised questions about the possibility of pressure suits at high altitudes and single capsule space travel. Who knows?

Well, these are my CTM questions to ponder for this series. If you have any suggestions or ideas, please comment below and contribute to the discussion.

Also direct questions to me on Twitter @ChuxOnye.